In a TEDx talk you can find on Youtube, branding expert Bruce Terkel gives a talk called, “Forget mindfulness. Try nevermindfulness” PEOPLE BUY BRANDS, NOT PRODUCTS: He explains how people buy brands,not product. This is relevant to every author, speaker, coach, business owner and entrepreneur. A brand is not a logo or trademark – “A […]
WHAT COMES FIRST: You’ve probably been told over and over, “build your online presence”. It may have been phrased as “establish your platform”. How ever it’s put, there’s no doubt you have to use a website, and you may be best off using social media, or maybe email marketing, or blogging, or some combination of […]
INTEREST: In my last article, I wrote about getting people interested when they come to your website. Vital to that is the Emotional Message, which I’ve discussed with you many times before; but there is another essential factor which is on the Informational Messaging side, and that is giving them enough to get them interested […]
PERSONALITY I’ve often spoken or written about a brand being like a person. People relate to people better than everything else, and we personify things that we relate to that aren’t people (know anyone who talks to their dog or cat or car or…?!). That’s why creating a brand is like creating a personality. INTERACTION […]
PARTS I AND II In the first article of this series, we discussed the logo ( https://21thirteen.com/branding-case-study-part/ ), then the Emotional Message ( https://21thirteen.com/branding-case-study-part-ii/ ). Now we move on to the all-important “emotional message”. THE IPA Paruresis is a condition that affects more than 2 million Americans, and the International Paruresis Association is the only […]
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 […]
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 […]
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 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 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 […]
