We discussed that a brand is a promise . We also talked about the importance of a brand’s purpose. Defining your promise and purpose are the first steps of branding. Next, you have to deliver your promise and create a pleasant experience for your customers. A brand for a company is like reputation for a …
How to conduct a 360 stakeholder audit? -3
Previously, we talked about how to identify your stakeholders and how to prioritize them. Today, I will give you some insights on the common characteristics of your key stakeholders. As you may recall, we use two criteria in assessing the importance of a stakeholder: its power and its level of interest. Let’s analyze some of your …
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The visual identity of the 2010 FIBA World Championship
The World Cup South Africa is not the only world tournament taking place this year. In August, Turkey will host the 2010 FIBA World Championship. Best basketball teams in the world will fight to claim the top spot. Considering the huge popularity of basketball in the States, in China and some parts of the Europe …
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When to hire a celebrity for endorsement?
Celebrity endorsement is one of the most popular brand building tools. However, more often than not, it does not deliver the desired results. Why some endorsements work and some don’t? Today, I will try to solve this intriguing problem. Here is what I recommend: To begin with, celebrity endorsement is more suitable for established, big …
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Criteria of a good brand name -2
Previously we talked about memorability. Today, we will take a look at the second criteria if a good brand name: strategic fit. A strategically fit name should support the positioning of the brand. Whatever the brand promise is, the name should support and reinforce it. There are many ways of generating a strategically supportive name. Here are three of the …
The art of crafting compelling messages
Previously we talked about the basics of a messaging matrix. That is a tested a proven method that will improve your communication effectiveness. But, what will make your matrix stand out are the actual messages. In order for a message to stick, it should be compelling. Today we will discuss what makes a message more compelling. …
Four keys to persuasive writing
If you want to communicate more effectively, then there are two things you could do: First, you can map out your brand messages. That would provide you with a structure. Second, you have to write in a way to make your words stick. Here are four keys to persuasive writing. Relevance Relevance is the most …
The new logo of Yellow Pages
Not too often an iconic Canadian brand changes its logo. So, this is big news... and an exciting one too. My first reaction to Yellow Pages' new logo was not totally positive, so I decided to sleep on it, before writing this post. Let's start by giving you a little background info. Their CMO said: “The new …
How to conduct a 360 stakeholder audit? -2
Previously we talked about the importance and identification of your stakeholders. Let’s continue from where we left off. Not all stakeholders are equally important. You should focus your attention to the “key” ones. Who are they? They are the ones who can affect (and will be affected by) your branding project. You have to get …
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Criteria of a good brand name -1
My clients often ask me: "What makes a good brand name?" I judge the desirability of a brand name by three dimensions: memorability, strategic fit and legal protect-ability. Let's start by exploring the first criteria: memorability. Our brains constantly computes information. According to the information theory, the human body sends 11 million bits per second to …