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…+

AdWatch: Apple, Maya Angelou and The Human Family

AdWatch: Apple, Maya Angelou and The Human Family

What do you say when you are a global brand? What do you say when your products are practically ubiquitous … shorthand for an entire class of technology? What do you’ve when your champions and critics have said nearly everything that could be said? You let a poet speak. You let a poet speak not…+

From the Blog

Advertising’s First Commandment? Thou Shalt Not Be Creepy

Advertising’s First Commandment? Thou Shalt Not Be Creepy

Okay, so David Ogilvy never said this, but if he had lived to see the spot below, he just might have: Unless you are flat-out trying to attract creeps, you should avoid any possibility that your advertising will be viewed as creepy. Are you listening eHarmony? If you haven’t seen this one yet, prepare for…+

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…+

McDonalds and KFC. A tale of two fast fooders.

McDonalds and KFC. A tale of two fast fooders.

Recently my attention landed on a couple of spots for two of America’s greatest exports: McDonalds and KFC. These two creative executions come from two different worlds, and are about as distinct as any two commercials you might imagine. So, the inevitable question is … Who did it better? One of these spots works well…+