In spite of “bad name origins,” the respective brand names, brand identities and brand reputations of Aetna and Banana Republic are extremely successful, in the eye and mind of the consumer audience. Unlike us, it seems, nobody appears to have noticed that the...
I am a big believer in the power of setting goals – actually, stretch goals. If you set your sights beyond your comfort zone, you can really break into new territory. And even if you don’t reach your goal’s full extent – you've...
Including your employees in your branding or rebranding efforts is vital. Your employees are the single most important piece in your branding puzzle. Forgetting to include and inform them about a new brand identity can hurt your brand. Here are...
It is a virtual axiom in branding circles that a name should ‘not give offense’ in principle languages, ‘should have no pejorative meanings or untoward associations.’ That is how we put it in our counsel to clients. We tell them that we...
B2Bs need to think about the end user. Not just their direct customers, but the ultimate end user to create positive brand awareness that leads to continued leadership and success.
In RiechesBaird’s recent radio show exploring the attributes clients look for in a marketing partner, Tim Williams - the founder of Ignition - a consulting firm dedicated to helping marketing agencies create additional value for their clients, shared...
Companies get complicated as they grow. Logos and brand names proliferate as new business divisions are created and new products and services added. With acquisitions there come even more products, more brands, more names.
In this saturated marketplace, you need to knock down the doors of conventional thinking. Re-imagine your business and create something unique, inspiring, and meaningful.
There is a lot to a brand logo. Logos are complex things that remind me of nested boxes - having many compartments or messages that deliver incredible value to a brand.
Brand positioning is an art form. It must adequately describe who your company is without diluting your identity. Given the diversity and complexity of almost all companies, this quest for a compelling, concise statement to cover an entire corporate brand can be quite
