New on BMB: Brand Architecture

New on BMB: Brand Architecture

The decisions, relationships, and hierarchy that defines a corporation’s brands. I recently wrote an extensive guide on Brand Architecture for BMB (Brand Marketing Blog.) I hope the article will help students learn about how corporations manage their brands, and...
2020 Chevrolet Corvette C8 Sketch

2020 Chevrolet Corvette C8 Sketch

Man, I love the C8 design, but it is not easy to sketch. Below is a sketch / digital painting of the Corvette C8, the first mid-engine Corvette. I went to see one of these in person, and was impressed with the surfacing.
New on BMB: What is Brand Equity?

New on BMB: What is Brand Equity?

I finally came up with a definition for brand equity that I am happy to share: “Brand equity is the value of a brand. A popular brand enables a business to sell more products at a higher profit margin; that ability is valuable. Brand equity is the dollar value a...