Woman Sitting Beside Ice Cream

Place branding failures caused by consultants

NEWS FLASH: Around the world, the place branding failure rate is 86%! Over the past ten years, k629, a place-branding consultancy, has developed a database of more than 5,000 place brands. From that data source, they have found that only 14% of place brands continue a year from launch, meaning the rate of place branding failures … Continue reading Place branding failures caused by consultants

Know Canada?

Below, is the comment I left on an article on Brand New. My thoughts on Canada's new campaign generated some interest, so I decided to share them with you. Enjoy it! "I like the simplicity of the design, as well as applications and the selection of images. As usual, BMD has done an excellent "design" … Continue reading Know Canada?

Michael Scott and Pam's Mom

You and me: The Brand Relationship Theory

Do you love "the Office?" I do... In one of my favourite episodes, Michael Scott got herpes and wants to know who gave him the disease. He starts working backwards through his partners, chronologically. Michael Scott, being the man he is, instead of informing his past partners of his infection, he asks them relationship-related questions … Continue reading You and me: The Brand Relationship Theory

The art of effective writing

Almost a year ago I decided to start this blog, primarily because I realized that as a non-native speaker, I needed to improve my writing skills, a problem far beyond writing error-free articles. I had to improve the structure of my articles to be a more effective communicator. Structured writing was a skill that I … Continue reading The art of effective writing

Why do brand names fail? Part 3

This is the third and the last installment of our "Why do brand names fail?" series. The first part focused on the process-related mistakes. The second one looked at tactical errors. Our last installment has a combination of both. Let's roll. Names are very context-dependent. Therefore, you should carefully chose your style. A four-syllable Latin … Continue reading Why do brand names fail? Part 3

How to choose your brand’s name?

Coined words or descriptive ones? Family names or acronyms? What to do? How to decide? Today, I will give you some tips on identifying the type of name you should choose for your brand. Brand names come in all shapes and types. Some of them are descriptive; some of them are made up. Each type … Continue reading How to choose your brand’s name?

Appreciative inquiry and brand building

Rebranding a firm is a tall order for you are dealing with people. Real human beings... And you are trying to change the way they behave. People would resist change for many reasons. Yet, your job is to convince them to embrace the change. At the start of every project, long before you begin to talk … Continue reading Appreciative inquiry and brand building

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 … Continue reading The new logo of Yellow Pages

How to increase the effectiveness of your communications -2

Previously, we summarized the three important aspects of communication as Who says what to whom? Today we are going to concentrate on the second aspect: "what." What you say? There are several ways to improve the effectiveness of your what you say. Here they are: Emotional messages are more powerful than logical ones. Especially messages … Continue reading How to increase the effectiveness of your communications -2