Brand positioning is critical to marketing success
Brand positioning is visual, verbal and conceptual. Your brand’s attitude, style and tone must be chosen to portray your positioning quickly to the right audiences. Don’t waste your time and money on branding without first defining your positioning. Brand design without brand positioning is foolish Positioning is the art... read more
Is it time to rebrand? Four economic reasons
Four economic reasons it’s time to rebrand or repackage The economy is moving again. Marketing continues to transform. We’re hearing “I need to update my marketing” or “It’s time to rebrand.” People—your buyers and consumers—want new, fresh, up-to-date. It could be time to rebrand to grab more attention. When... read more
Integrated marketing communications … is it branding?
Before “branding” was a buzz word, there was integrated marketing communications When I began in the design and marketing business, in the early years of Creative Company (1978 to 1988 or so), the term branding was used to describe hot metal applied to a cow. We pursued a process called... read more
Rebranding definition … make it work for you
How you define your rebrand depends on your goals. Rebranding is no simple task, however you approach it. It takes time, focus and deep inquiry. What are you trying to accomplish with your rebrand? What’s your rebranding definition? Most companies we’re talking to are thinking about a rebrand or brand... read more
Rename and Rebrand : Are you ready to embrace the change?
You’ve realized you need a rename and rebrand. Your name says nothing about what you do. People struggle to pronounce it. The only person who thinks she knows what you do is your mom … And your logo is, well, old. Sound familiar? Well, just because you know you... read more
Why is packaging an important “point of choice”?
Drive response when you build your brand at the point of choice A point of choice is the place where a buyer will take action. In the store, packaging is an important point of choice. What action moves a buyer to the next step in the buying process? That... read more
Creative marketing concepts are visual and verbal
Creative marketing concepts drive response Action, lots of action. (No napping.) Isn’t that what you expect from your marketing? People to respond–call, refer, click-through, share the story. All great responses. The best, of course, is “yes, I want to buy!” Lots of people claim they’re “creative.” And there are plenty... read morePopular Articles
We create brands that demand attention, inspire response and voice a story worth sharing.