Line Extension Examples
Many brands find themselves at a point where they have achieved some success with their line of products, and they are feeling pressure from investors and business partners to keep growing. The...
View ArticleBrand Priming
The power of brands can seem mysterious; why does the mention Nike have so much more influence than a lesser-known brand? How do we manage our brands to have that power? I wonder that all the time,...
View ArticleBranded Design Features
Details added in by product designers that define the brand. Have you ever seen a product from afar and just knew: “Oh yeah, that is a Brand-X product.” Yet, there are some brands whose products look...
View ArticleBrand Consistency
Why It’s Crucial to Keep Your Brand Consistent Consider your logo design. At a minimum, the logo lives on your business cards, brand collateral, and website. That means your logo needs to be scalable...
View ArticleJoshua Doty Interview
Joshua Doty and Colin Finkle discuss how brand consistency is essential if an organization wants to connect with people. Inconsistent brands fail to build value and make an impression on their...
View ArticleBrand Architecture
How companies use Brand Architecture to organize their brands. ‘What products should be marketed under what brands’ is a curious question. Why is Sprite a distinctly different brand than Coca-Cola?...
View ArticleDr. Duane Varan Interview
The CEO of MediaScience, a lab studying marketing through neurology, talks with Colin Finkle about bring scientific rigor to branding. Branding happens in the mind; our propensity to track reputations...
View ArticleWhat does Toyetic mean?
The Mighty Morphin Power Rangers characters and Zords were very toyetic. The characters could be made into action figures, and the Zords could be made into transformable vehicles, all of which kids...
View ArticleWhat is Brand Marketing?
Brand marketing is an approach to communications, sales, products, and services that grows the asset of brand equity. This post was originally published on May 12, 2018 and was significantly rewritten...
View ArticleWhat is Direct Response Marketing?
Direct Response Marketing persuades and directs customers to take an action directly after seeing the ad. Effective executives and business owners do not invest in advertising for fun or to make their...
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