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- Got Brand? The What, Why and How to Get Started With Branding
- For the past several years, "branding" has been one of the hottest buzzwords in marketing and communication. For many marketers today, branding has become a Holy Grail. Unfortunately for many of these companies, the analogy is too true - they seek but do not find. This white paper provides a...
- White papers 2003-10-31
- In Search of a Common Language: Branding Definitions and Terms
- A brand is a trademark, which to consumers represents a particular and appealing set of values and attributes. It's much more than a product. Products are made in a factory. A product becomes a brand only when it stands for a host of tangible, intangible and psychological factors. A key...
- White papers 2003-11-05
- Branding: The Anti-Commodity
- There's a powerful force acting on businesses of all sizes today - and it is not good. It erodes margins, reduces prices and "Dumbs down" all the value you seek to create into the lowest common denominator - price. This force is called "commoditization." And it's been acting on all...
- White papers 2003-10-31
- Designs on Branding
- Brand expression - the design and look of your logo, corporate identity system, and other communication materials - is the first and possibly the most lasting impression your public receives of your company. It is the most tangible manifestation of the essence of your brand. It's critical to building an...
- White papers 2003-11-05
- Got Brand?: The What, Why and How to Get Started With Branding
- For the past several years, "Branding" has been one of the hottest buzzwords in marketing and communication. A recent search on Amazon.com yielded more than 70 books on branding in print. For many marketers today, branding has become a Holy Grail. Unfortunately for many of these companies, the analogy is...
- White papers 2003-10-31
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