Build a Movement, Not a Brand

Build a Movement, Not a Brand

Crowds are never a good thing for business unless it’s outside your front door. How do you stand out in today’s tech drenched smartphone in hand world full of noisy content? Most of you have a muddled go to market strategy blending/borrowing from competitors, what your exec staff, BOD, marketing & agency geeks thinks, etc., etc. OMG Where do we Start? >here Your not shouting fire in crowded theater? Your trying to make a business stand out from the herd. Read more about it...
Understanding Identity, Unleashing Brand Love: 3 Essential Strategies for Connecting with Your Customer

Understanding Identity, Unleashing Brand Love: 3 Essential Strategies for Connecting with Your Customer

Data-driven and digital. Omnichannel and always-on. Mobile and social (mocial?). If marketers can feel overwhelmed by the complexity and pace of our ever-evolving digital world (or at least by the jargon), imagine how a customer feels when seeking to connect. Customer loyalty has long been a challenge for even the most dedicated consumer brands. Losing a long-time customer is often times the result of failing to meet an expectation of some sort, but here’s the rub: It hasn’t been easy to discern what customers want and expect from you and your brand. If it were that simple, after all, then every business would be jumping on the bandwagon to success. It’s up to you, the marketer, to know the individuals that comprise your market and to make it easier than ever for them to buy into the experience of your brand. That’s why a data-driven approach—to relate with, reward, and retain your customers is so vital. Read more about brand love here....
How To…Deal With a Brand Identity Crisis

How To…Deal With a Brand Identity Crisis

The most successful brands have strong and distinctive identities that can be described in one or two words, and they are rarely fazed by the competition. But if that’s not the case with your brand, you might well be facing a “brand identity crisis”. So how can you recognise and deal with this before it’s too late? It’s time to give your brand a little therapy. The warning signs. People are confused about what your brand stands for and who you are. You can’t see how your brand is different from the competition – or, worse still, you feel your only option is to copy it. When a brand isn’t sure for whom or what it stands, it’s likely its customers won’t either. Read more about dealing with a brand identity crisis...
A Positive Brand Identity Turns Consumers Into ‘Frands’

A Positive Brand Identity Turns Consumers Into ‘Frands’

Franding is a new and exciting concept, and it will help you develop your brand into a consumer loyalty magnet. Simply defined, a frand is a loyal fan of your brand. While the definition is elementary, the results can be dramatic. Everyone has read stories where consumers line up for hours, even overnight, to purchase a sale-priced popular brand item. Because of the product’s brand, a loyal following of “frands” appear whenever there are new product releases or sales. The brand defines the product, and frand defines the devoted fan of the product. Read more about it...
How to Give Your Brand Identity a Makeover – Without Alienating Your Consumers

How to Give Your Brand Identity a Makeover – Without Alienating Your Consumers

Brand identity is a powerful tool and messing with it is a risky business. Even the slightest alteration can cause an altercation and affects the target market in terms of their perception of the brand and even their love towards it. From Jif’s change to Cif, Opal Fruits to Starburst and identity overhauls like that seen with Airbnb of late, nothing goes without comment – or in some cases outcry. Positioned and developed correctly, new identities add significantly to a company’s long term success and the change is necessary for many reasons, namely as an expression of progression. Yet how do you know when the time is to rollout with a refresh and how can the embarrassment of an identity disaster be avoided? Read more about it...
Hello, Bélo: Airbnb Brings Its New Brand Identity Home

Hello, Bélo: Airbnb Brings Its New Brand Identity Home

Surely, many Airbnb users tidy up their places for incoming guests, and now the controversial service is doing the same with the launch of a new brand identity and user experience. Launched in 2007, Airbnb has grown to accommodate millions of travelers in nearly 200 countries, capitalizing on the growth of the sharing economy. But Airbnb’s success hasn’t been without controversy, namely legal spats in cities that say the company avoids hotel taxes and violates housing agreements. All that aside, Airbnb is pushing forward into new markets with its refreshed brand and tagline, “Belong Anywhere.” In a livestreamed event, Airbnb detailed its new logo, a symbol it’s calling a “Bélo,” along with a redesigned website and mobile experience that “make it easier for users to find the information that they need while also making listings on its platform more appealing,”TechCrunch reports. Read more about it...