In a new post on BMB, I go through the process of brainstorming names and announce the name for our snowboard / ski lifestyle brand. 259 names brainstormed 259 names considered 1 name chosen Generating a Company Name That Fits The Ski Lifestyle https://brandmarketingblog.com/articles/branding-how-to/naming-a-lifestyle-brand/ You can have a good Read more…
In a new article published on Brand Marketing Blog, I go into the factors that makes a logo good vs. bad. What makes a good logo?https://brandmarketingblog.com/articles/design/what-makes-a-good-logo/ The factors that make a logo good: Distinct Simple Appropriate Striking Legally Protectable The factors that make a logo bad: Generic Complex Awkward Bland Read more…
A strategy is the best position for success, and tactics are how you plan to get from where you are to that ideal strategic position. How do you create a plan to build a lifestyle brand? Work backward. You may not have the domain knowledge to know every step. Ask your suppliers and hire consultants. Write action-oriented steps; resources and timing will come later. This can be overwhelming work so take your time.
A product label is what you name your product in to communicate to customers what they are buying. The product label sets the customer’s expectations.
Some industries have set product labels that rank in a hierarchy, e.g., motel, hotel, resort. Marketers can add adjectives to product labels that modify expectations, e.g., performance tires.
Setting an expectation and not meeting it in reality damages a brand. It is common sense that delivering a level lower than expected is harmful, but it is also wrong to deliver a higher level. People are most comfortable when they receive what they were expecting, and a higher level of service is not repeatable because it becomes a new standard. Instead, we want to aim to meet expectations plus add elements of surprise and delight. Just be honest with your product labels.
A new article of mine was published on BMB. Check it out! What Your Logo Font Says About Your Brand Read the full article on BMB | Brand Marketing Blog
I published an article on Brand Marketing Blog about how different font types are perceived, and how this can be leveraged in logo design to change the perception of the brand. What your logo font says about your brand. Link: https://brandmarketingblog.com/articles/design/what-your-logo-font-says-about-your-brand/ Infographic I also created an infographic that summarizes it. Enjoy:
You might have already read the eSports Logo Tournament on BMB Brand Marketing Blog. The response was tremendous and we are already planning more content because eSports branding is a hot topic right now. If you haven’t read it, we took the top eSports team logos and pitted them head Read more…
https://brandmarketingblog.com/articles/design/top-minds-in-industrial-design-talk-smart-speakers/ I facilitated a group of the top industrial designers (Chadwick Harber, Nichole Rouillac, Grayson Byrd, Mika Becktor and Norio Fujikawa) to comment on the latest smart speaker designs. I chose smart speakers because the visual aesthetics are such an important part of the experience. These things are decorations as Read more…
It has been a busy month for me on Brand Marketing Blog. I have been learning and sharing my knowledge of branding: Why Brand Marketing Works I reviewed why brand marketing works so effectively: we are biologically set to form reputations, relationships and associations from our evolution to survive. We Read more…
Most of the brands I work with are owned by companies that manage and distribute multiple brands. This means that they have chosen a strategy around how the brand relates to other brands and the parent company. David Aaker wrote an article on strategies companies can choose to best leverage Read more…
Superheroes are anthropomorphized brands. For good sake they have logos on their chests! The Batman symbol (and sometimes the Superman crest) is consistently on the 20 more recognized symbols in the world. Superheroes have messages, followers, fans and they make money. They are brands. And they have it right! They Read more…
Awhile ago, two products entered my life in grand style. The two products have changed my life; I use them both independently nearly every day. The two products both greatly improved the experiences of the activities they facilitate. But most important for this blog post, the two products were excellently Read more…