Branding

There are as many definitions of “brand” as there are brands. Here’s mine. A brand is the accumulation of the qualities, characteristics and quirks that consumers most immediately associate with you. You can define your brand all you want, but ultimately, it’s each individual consumer who decides what it all means.

That’s why it’s essential to work from the inside-out when developing or refining your brand … to identify and leverage the actual, authentic consumer insights that inform your business sector, and ensure that you have a brand that can address them.

 

That’s the approach I take when considering any aspect of brand definition – from naming products to developing logos to creating taglines. This has included:

  •  Creating of an entirely new way of looking at banking, created for the dear, departed Norwest Bank.
  •  Launching of the first-ever co-branded Visa cards for Bloomingdale’s and other Federated Department store
  •  Ensuring the unparalleled trust evoked by USAA flowed through every customer touch point.
  • Creating of a comprehensive sub-brand for all of Capital One’s small business products and offerings

For an assessment of your current brand, please contact me.

Case Studies

Bringing Together 2 Iconic Brands

Bringing Together 2 Iconic Brands

When Capital One acquired ING Direct (INGD), the opportunity was great … and so was the obligation. ING Direct was not a typical business, nor was it a typical brand. The brand’s success was the result of intentionally differentiating itself as much as possible from the way other financial institutions presented themselves. And, as relatively…+

Case Study: 35% Response Rate

Case Study: 35% Response Rate

How do you get a 35% response rate on direct mail? (How about 40%?) I was showing some of my past work to a prospective client the other day, and I happened to pull out a dimensional mailing we did years ago for Nordstrom … the one that got nearly 40% response when it was…+

From the Blog

How to Choose the Right Ad Agency

How to choose the right ad agency.

According to Agency Spotter, there are over 120,000 companies and entities that choose to define themselves as advertising agencies in the U.S. alone. Worldwide the number is over half a billion. That’s quite a universe. How can you possibly choose the right one? Or, maybe more importantly, avoid choosing the wrong one? There are several…+

The Best Story You See This Holiday Just Might Be An Ad

The Best Story You See This Holiday Just Might Be An Ad

Good storytelling doesn’t require a lot of time. In fact, when done expertly … masterfully … a great story can be told in just about 90 seconds. Like this: Clearly, Misunderstood packs a real emotional punch It’s heartwarming and clever, plays against stereotype, utilizes a twist ending, and, as a result, tugs at the heartstrings…+

Is the 84 Lumber spot this generation’s Apple 1984?

Is the 84 Lumber spot this generation’s Apple 1984?

So many pixels have been killed over the 84 Lumber Super Bowl spot, I’m reluctant to add too many more. But I do think this ad is important, and worthy of note, because it does a lot of important things very well. It may also signal (or at least reflect) a shift in the way…+