Brian Solis wrote a blog post titled What is the purpose of a logo? It’s more than design…it’s about purpose and experience.Continue reading “indistinctive brand assets”
I strongly believe that brand equity is underappreciated in many C-suites. I have commented numerous times on Twitter when companies announce plans to make gratuitous changes which erode or destroy brand equity. Continue reading “Some thoughts on brand equity”
WARC published an article titled WARC from Home: Distinctive brand assets – what they are and why they matter. Continue reading “Distinctive brand assets”
Prof. Byron Sharp wrote a blog post titled Mental availability is not awareness, brand salience is not awareness. Continue reading “Mental availability is not brand awareness”
Gareth Price wrote an article titled Thinklong.
« I believe the future of brands requires collective action to combat short-termism… Thinklong’s primary ambition is to create an environment in which brands can flourish by tackling the source of the short-term pressures they face… As proponents of behavioural economics would highlight, we can’t hope to tackle the issue by changing attitudes, these will follow behavioural change. » Continue reading “Thinklong – Combating short-termism”
A discussion and some thoughts about brands, prompted by a tweet from Everard Hunder:
“What happens if there is no such thing as a brand strategy?
Maybe brand is an outcome of business strategy and performance, not a strategy in itself?” Continue reading “Is brand an input or an output?”
Ethan Decker started a Twitter thread: « Brands trying to ‘own’ category attributes are pushing water uphill, esp in mature categories, esp without unique & protected IP. » Continue reading “What Attributes Can Brands Really Own?”