A Branding Case Study: Part I

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THE IPA Paruresis is a condition that affects more than 2 million Americans, and the International Paruresis Association is the only organization in the country that supports those who suffer from it. Yet membership and support were dwindling, they had an ineffective visual brand and their website was old fashioned and poorly designed. They needed […]

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 […]

FIRST STEPS FIRST, PART II

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In our last article, I recommended that you “throw ideas at the wall” – in other words just write out everything that comes to mind with no filters or editing – in answer to these four questions: 1. WHO ARE YOU AND WHAT’S YOUR STORY? 2. WHAT DO YOU BELIEVE IN? 3. WHAT MAKES YOU […]

The Conversation

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One of the most famous ideas in the history of marketing is Robert Collier’s quote, “Always enter the conversation already taking place in the customer’s mind.” In essence, good branding does exactly that… or it creates a new conversation the customer is willing and even eager to take part in. THE QUESTION: If you agree, […]

Naming And Positioning

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We talked in our last article about Evocative Naming – a name that strikes an emotional chord and differentiates a brand. POSITIONING: Branding IS positioning. The idea is to create an identity – one that rings true, that personalizes you so customers connect with you, and that creates a category of its own (see article […]