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

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…+

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

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…+

What does “Independent George” have to do with brand voice?

What does “Independent George” have to do with brand voice?

Stick with me for just a minute. And let me tell you about how George Constanza puts his finger right on one of he biggest dilemmas that face brands and the copwriters who support them. First, let’s step into George’s world, just for a second. It’s one of his greatest rants … the one where…+

We need to talk about those people in the Chevy ads …

We need to talk about those people in the Chevy ads …

If you’re anything like me, you’ve spent the past year or so watching those Chevrolet ads and wondering “What’s the deal with these people?” I mean, do people really get THAT excited over market research?  Unless they are, you know, given a little encouragement? I hate to say it, but it almost makes me wonder if…+