Brand strategy

Brand Identity Failures & Successes – B2B Marketing Article

One of my most anticipated emails comes from Brand New Weekly, which provides insightful critique of recent brand identity designs. The majority of their creative reviews consists of well-conceived before-and-after logo face lifts, but when some fall flat, they’re not afraid to mock or ridicule. Here are a couple recent comparisons and one new logo that I’ve selected and graded. Nature’s Bakery: A Image from Brand New Nature’s Bakery’s new logo and packaging brings a smile to my face and…

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How to make a brand an astoundingly valued asset – BBN – B2B Marketing Article

What makes a brand? Sounds like an existential question, doesn’t it? Only it isn’t. On face value, you’d say a brand is a “product manufactured by a specific company under a particular name” if you go by the Dictionary.  Dig a little deeper, and you know branding is beyond creating just an identity mark. It’s about how the world perceives your company and what it stands for. But often times, brands fail the test of time, or there’s a mismatch…

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