Strategic Brand Consultancy
(From Lippincott) The visible and tactile elements that can be used to identify a brand (name, logotype, symbol, structure, product configuration, service offering and packaging).
Previously, we talked about different structures of brand architecture. Let’s continue from where we left off and look at brand hierarchy and roles by studying one of my favourite brands: Mervin Manufacturing. Mervin is a designer and manufacturer of snowboarding and skateboarding products. What I love the most about Mervin is its culture, which is …
Continue reading "Brand architecture 201: Mervin Manufacturing"
Months ago the apparel brand GAP introduced its new logo in stealth mode, which created such a backlash that even the most experienced brand professionals were surprised. Truth to be told, no one was expecting such fury. Eventually, the brand had to take a step back and announce that it will use its old logo. …
I am an avid fan of basketball and Toronto Raptors. Be that as it may, this article is not about the most recent lackadaisical season of the Raptors. If you want to discuss basketball, I would suggest you visit Raptors Republic, for the real basketball sages hang out there. This article, on the other hand, …
Continue reading "What is missing from Toronto Raptors’ brand strategy?"
Orlando Magi, one of NBA's elite franchises, announced its new logo. If I am not mistaken, this is the third logo of the franchise. Last time Magic changed its logo, the club chose a much more subtle approach. This time? Not so much... We always say brand identity should stem from brand strategy. So before slicing …
Cuba is a fascinating country. With its weather, culture and history it might be “the” country to visit. Also, Cuba is special because of its politics: unlike China, Cuba is a communist country that does not embrace capitalism. In that sense, being in Cuba is a unique and a priceless experience that you can’t have …
When you create a new company or product: A branding expert can offer you many services including: conducting research, clarifying strategy, naming, tagline development, designing identity, business card and website design and creating customer touchpoints. When you decide to change the name of your brand: Some names don’t age well. Some names don’t have passports. …
Continue reading "When do you need to hire a branding expert?"
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 …
Continue reading "The visual identity of the 2010 FIBA World Championship"
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 …