Breast Cancer Owns Pink
on Oct 19, 2009 in Uncategorized I delare it: Breast Cancer owns the colour pink. Watch out Lasenza Girl and the singer Pink. You can’t trademark the entire spectrum of a colour, but the Breast Cancer movement has done as close a job as possible through branding. A quick disclai...

Dress Code as Branding
on Oct 8, 2009 in Best Practices In the last few posts we have been talking about the aspects of brand identity as laid out by David Aaker in “Building Strong Brands.” We have been focusing on the interplay of ‘Brand as Organization’ and ‘Brand as Perso...

Hyundai Genesis winged badge
on Sep 25, 2009 in Uncategorized Hyundai is putting winged badges in place of the already sparsely used Hyundai H on the Hyundai Genesis coupe and sedan. These badges were originally intended for only the Korean and Chinese markets, but now are on a third of the the North American G...

Brand as Organanization: the parent aspect
on Sep 19, 2009 in Best Practices advertising corporate culture dissonance innovation marketing Promotion I have been re-reading David Aaker’s “Building Strong Brands” and this like alot of posts in the coming weeks is inspired by the book. Aaker spells out the 4 aspects of brand identity: 1)brand as product, 2) brand as organization, 3...

Leveraging complimentary brand’s associations
on Sep 17, 2009 in Uncategorized You may have seen my Twitter post about the creative of the video for the Tom Tom iPhone app and car kit. What I liked about it was the associations it was creating between the Tom Tom brand and descriptors like urban, sophisticated, simple, worry fr...

Scorn of Outraged Customers: Art Studios Entertainment Media
on Sep 11, 2009 in Worst Practices Timothy Kiernan of the Design Critique podcast did a great podcast on how even a brand with an innovative product can be destoryed with poor quality and poor customer service. He was referencing Art Studios Entertainment Media and the lauch and subse...

Speak to your Target Market with Wording and Tone, Part 2
on Sep 9, 2009 in Uncategorized As a professional writer/editor, I enjoyed reading your recent post on speaking to your target audience.  Delivering your message in a language and tone that is understood by your target audience is one of the most important things a business owner...

Speak to your Target Market with Wording and Tone – Part 1
on Sep 7, 2009 in Best Practices advertising copy cpm marketing Promotion writing Using tone to differentiate how you speak to your market segment can generate better results and higher ROI on advertising dollars.

Brand as Person
on Sep 7, 2009 in Best Practices Of all of the aspects of brand identity David Aaker lays out in his book “Building Strong Brands” (brand as person, brand as symbol, brand as organization and brand as product) brand as personality has to be my favourite, but the one that...

Using Need State to get most value from Advertising CPM
on Sep 4, 2009 in Best Practices advertising cpm marketing Promotion In the last post, we reviewed CPM. I highly recomend you go back and read that post because it will make this post more meaningful. We also talked about how advertising in places that target audiences that match your target market may make sense even...