What would you do to win over your target consumers with your brand? Do you understand what it will take to win your target consumers with your brand? To help you our, I thought it would be good to share a few tips with you that are discussed in the video below.
To get things started, the first tip is that you should make sure you provide reassurance to your potential consumer that your product or service is reliable and just what they are looking. Let the consumer know that you stand behind your product or service 100% and it may …read more

In developing your brand, one of the things that you need to hone is your brand promise. The purpose of a brand promise is to deliver a concentrated message to your brand audience. This is done by making sure that your audience understands what they will receive as a result of interacting with your brand.
When reviewing your brand strategy, you should have a checklist that can help make sure you have a clear and concise brand promise. According to the article, “10 Keys to Aligning Organizations and Brand Promises,” the following points are key to helping you develop your brand promise:

Right …read more

The quick but healthy lunch destination Lettuce Eatery recently rebranded as Freshii.
They needed to be consistent with their offering, and by expanding to provide snacks, wraps and soups, a name change is in order. Proprietary research at Name Development shows that “more than 300 companies in the US change their name over the course of a year because they have outgrown it.”

NameWire.com, Name Development’s blog, reported on the reason to rebrand. “The name change is mainly due to Matthew Corrin, who originally wanted to be the “Starbucks of Salads,” but slowly widened his positioning to offer healthy meals and snacks. …read more

by guest blogger Ehren Cheung
5 Reasons Why Branding and Experience are the Same

This is the second installment of a two-part article. Read Branding and Experience, Part 1.
4. Culture and Expectations
When people take public transit – what do they want? Do they expect better service or do they expect crowds? Public transit users all have the expectation that it is crowded, so the TTC improves upon that image by increasing the number of buses per route. How do these customers treat one another? How do people use your service or product? Do all of these small elements combine to create a …read more

by guest blogger Ehren Cheung
5 Reasons Why Branding and Experience are the Same

One of the first things we must understand when we talk about branding, is that branding and customer experience are essentially the same. We’re trained to step back and dissect the two apart; it’s actually quite easy – we do it all the time when we analyze our marketing strategies. The funny thing is that if we were to take a step forward – and look closely at how we respond or rather how customers respond to products, we realize that branding, marketing, and all that other mumble …read more

… Out of a Bad Economy
Tough time all around, but those who are getting creative and innovative in order to ride out the storm are the ones who may come out in a better position once the dust settles. That might translate to better products, more tailored services, more thoughtful approaches, or simply a repositioning of a brand message.
What better industry than banking to step up and declare yourself a leader – differentiating from the big bad banks and giving the people a safe haven to keep their money secure.
Earlier today, First Citizens’ Federal Credit Union announced a new marketing …read more

A hand-drawn anti-logo and a red toe tip dot (for kicking corporate ass). Isn’t this itself a brand? One that promises to rail against the big bad corporation and stay true to non-conformism – sure. That’s the brand promise.
Brandchannel.com reported recently about this anti-brand effort, saying that, “it seems odd that anyone should be against branding. Brands are merely a badge, a promise of quality, an assurance of consistency.”
And this anti-brand shoe is no different.
The Blackspot campaign was in response to the use of sweatshops. The shoes are made at a Portuguese union shop, hours from 8am to 6pm, a …read more

With the U.S. Presidential Candidates preparing to debate, I thought it would be interesting to look at each candidate’s brand strategy.  Which candidate do you think is doing a better job at developing a brand strategy and consistently communicating his brand message?  Take the poll below and share your opinion on the Barack Obama and John McCain brand strategies (vote based on branding, not political interests).
Which Presidential Candidate is doing a better job of creating his overall brand and consistently applying that brand? ( polls)

The new Radiance line from Procter & Gamble’s Downy Simple Pleasures is a perfect example of branding, package design and advertising/marketing support that works in unity to create a consistent and compelling message.  It also differentiates the products in the line not just in package appearance but also in brand perception.  Let’s take a look…
First, check out the package design that is not only unique and stands out on a store shelf, as Beth Nori from The Dieline can attest to in her post on the subject, but also creates a clear brand image.  There is no doubt this package …read more

Today, I published a post on Corporate Eye about how Microsoft failed consumers by not meeting customer expectations for the brand with Windows Vista.  You can read my complete analysis at Corporate Eye, but here on Brandcurve, I want to take a different approach to the same topic – avoiding pompous branding.
Long story short, Microsoft had created expectations for the brand in customers’ minds.  When Windows Vista failed to meet those expectations, the brand suffered.  Microsoft’s reaction?  Check out the quotes below from the All Things Digital D6 conference in late May: