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Articles tagged:Building Brands

Branding
how do
brands work?
building a brand

19.06.15
Scott Bedbury, the person responsible for the explosive growth of the Nike and Starbucks brands in the 1990s, identified two important theories that shed light on the ways in which brands work on the human psyche, derived from classical philosophy and modern psychology.
Branding
what exactly is
a brand?
building a brand

05.06.15
The word ‘Brand’ has its origins in Old English where it meant two things: 1. A burning piece of wood, or torch, hence ‘Firebrand’; 2. A sword. Both these original meanings hold resonance for how a brand works today, but as time went by, branding came to mean ‘to mark by burning’ as a proof of ownership, usually the branding of cattle with a hot iron.
Branding
branding: what's
the big deal
building a brand

22.05.15
Everyone is talking about branding nowadays. From America to Asia, from businessmen to teenagers, from the government to the man on the street, everybody has become aware of the concept of ‘the brand’. But beyond the very considerable hype, not many people truly understand what branding means, how brands work, nor how brands actually build financial value.
Branding
understand
your market
BUILDING A BRAND - 3 OF 5

13.02.15
So many companies have launched brands that the marketplace doesn’t want. Business owners are rightly concerned about managing risk, but there are few things riskier than trying to build a brand without doing any research. Which underscores how important it is to know your customer, and your competitor.
Branding
discover
your voice
BUILDING A BRAND - 2 OF 5

23.01.15
There’s no point in having a great brand if nobody knows about it. In a crowded and noisy marketplace, having a quality product is not enough – you have to promote it. The trick is to be heard without appearing to try very hard – to make the brand sell itself. So giving your brand its own ‘voice’ in a creative and engaging way is vitally important.
Branding
know
yourself
building a brand - 1 OF 5

09.01.15
We all know how ‘personalities’ become brands, but are less aware of the flip side – that product and company brands develop personalities, with an age, a gender, a status, emotions... even a sense of humour. Nurture this personality and a brand can really stand out. Neglect it and a brand will become like a person with no character – ignored.
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