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Category: DEEP INSIGHTS ON BRANDS AND HUMAN NATURE

Posted on April 20, 2010May 9, 2022

Indisputable rules of branding

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 …

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Posted on April 15, 2010May 9, 2022

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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Posted on April 13, 2010September 26, 2017

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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Posted on April 8, 2010January 22, 2014

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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Posted on April 6, 2010May 9, 2022

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 …

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Posted on April 1, 2010August 27, 2013

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. …

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Posted on April 1, 2010May 9, 2022

Four keys to persuasive writing

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 …

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Posted on March 29, 2010January 22, 2014

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 …

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Posted on March 26, 2010May 9, 2022

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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Posted on March 25, 2010January 22, 2014

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 …

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About Soydanbay Consulting

Soydanbay is a brand consultancy that blends strategic wisdom with tactical excellence.

We solve the most complex communications problems around the world. When the going gets tough, we rise to the occasion.

Find Us

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About Soydanbay Consulting

Soydanbay is a brand consultancy that blends strategic wisdom with tactical excellence.

We solve the most complex communications problems around the world. When the going gets tough, we rise to the occasion.

Search

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