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Brand Tags reveals what people really think about brands

By on May 16, 2008 in branding, positioning

When speaking, I often do free association with brands, asking the audience to shout out any word or phrase that comes to mind when I name a brand. While most brands own a few words, in my experience, only one brand has delivered consistently: Volvo. When I say it, the words “safety” or “safe” are [...]

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Good things come in small packages

By on May 1, 2008 in books, branding, creativity, simplicity

Earlier this year, I asked you to Help define the buzzword marketers love (and I hate). Yep, that buzzword was (and remains) the word “branding.” Enter The Brand Gap: How to Bridge the Distance Between Business Strategy and Design by Marty Neumeier. The first thing you notice, the book is perhaps the shortest 200 pages [...]

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Your agency is not your brand

By on March 18, 2008 in branding, execution responsible

Does your website have a link on the bottom giving credit to the web developer? Do your email blasts include a big logo with a link taking your readers to your email marketing company’s promotional page? Why? You’ve paid good money to have your website designed, then your web developer uses it to promote their [...]

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Help define the buzzword marketers love (and I hate)

By on January 17, 2008 in branding, creativity, polls

Each January, Interbrand shares its Best Global Brands 2007 report. They’ve been doing it for years, and they do a nice job of it. Back in 2002 we wrote an article for the Friends of Outsource Marketing entitled “The buzzword marketers love…and we hate.” Yes, the word I hated then was “branding.” I still do. [...]

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