Brands Make People Think Something Is Worth Paying For

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Trademarks Registration Act, Jan 1 1876 – Bass ale – Renoir Wave 1 1875-1920 Quality & Consistency – Ivory Soap, Campbells Soup, Quaker Oats Print, Radio Wave 2 1920-1965 Character endorsed brands Betty Crocker, Uncle Ben, Morton Salt girl, Snap, Crackle and Pop, Tony the Tiger relate to/real/radio voice (Wave 1 = functional, Wave 2 […]

The Real Definition Of A Brand

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THE EVOLUTION OF BRANDING: In our last series of articles we discussed the history of Branding, which reflects all that a successful brand has come to mean to us today: quality & reliability, personification, a means of expressing who we are, an experience, and connection with others. These qualities all have to do with the […]

The History Of Branding, Part IV

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THE FIRST FOUR WAVES: After discussing branding as a means of guaranteeing quality, of humanizing products, of expressing yourself, and brands as an experience, we talked about the need humans have to feel they are part of a group during a period jn our history of rampant social isolation. In terms of media, we can […]

The History Of Branding, Part III

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HUMAN BEHAVIOR: After talking about the first 4 Waves of Branding, from 1875 to 2005, let’s pause for a moment and look at our basic instinctual needs: food, shelter, and reproduction. These could be said to add up to one thing: survival. But humans also have a significant collective tendency as part of our instinct […]

The History Of Branding, Part II

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THE FIRST TWO WAVES: In my last article, I talked about the first two major waves of branding, back when a brand was the only way to get consistency and quality, and later when brands became “people” – they were associated with characters such as Betty Crocker or Uncle Ben. This second wave created the […]

The History Of Branding, Part I

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GOOD BRANDING MEANS SUCCESS: In order to understand the importance of branding and why you need it, let’s take a quick look at the history of Branding. There are 5 Waves in this history; we are currently in the middle of Wave 5. Each wave has something to teach us, and their elements are all […]

The Dreaded Wall Of Text

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A WEBSITE IS A PRESENTATION: A website is vital marketing tool – perhaps your most vital tool – and its design is not a matter of being “pretty” or “cool”, but a matter of being effective. Dr. Carmen Simon of the Rexi Method teaches that to be memorable, a presentation must have Attention Triggers, Memory […]

Break The Rules

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DO THIS, DON’T DO THAT: I can’t tell you how many times I’ve heard, “But so-and-so said I should (or should not) do this.” But we all know rules are made to be broken, and it’s often the rule-breakers who create something new, notable, or memorable. We also know that things change and it’s better […]

Say The Word

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WORDS MAKE A DIFFERENCE: Researchers now know that humans are hardwired to associate sounds and words with images. We have an instinctual reaction to words that goes far below our surface awareness. This is why when using emotional design to create a website, both words and images are extremely important. THE FIVE MOST PERSUASIVE WORDS […]

I Don’t Care About You

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EMOTION & DESIRE: How many times have you heard the phrase, “People buy based on emotion”? If you’re trying to educate yourself on the road to being successful, then the answer probably is, “A lot”. The reason for that is that it’s true. As in so many other things, it was Apple that pioneered the […]