Tag Archives: brand strategy
lion - omnipresent

Static Brands to Dynamic Organisms

The great thing about many Fortune500 brands is that they have extensive research and strategy about what their brand is, what it stands for, and what it means. All of this information is documented in tidy little brand guideline books and style guides stashed away in the brand managers desks waiting to align new ideas [...]

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FutureCast conversations

FutureCast Brand: Visualize Your End State

Last time we discussed what a FutureCast Brand is; “The brand itself is a living thing, something that evokes response, something that drives change, something that facilitates life;” an amazingly robust statement for something that has long been thought to be merely something for consumers to distinguish between options in a specific product category. The [...]

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End State of your Brand

The End State of Your Brand: Future Cast

The goal of branding is to undeniably appeal to and amaze the consumers of your products; by offering an innate sense of value and connection, we can elicit certain emotions, and in Apple’s case, religion. The expectations of brands have become higher and higher as consumers are becoming more connected, empowered, and pushing for transparency [...]

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Let’s Get Physical

As we continue to delve into our roadmaps and become cartographers of our consumer journey’s, we tend to take a very tactical approach… “We have Facebook, TV, a Website, Display Media, etc… now where do we want them to go and how do we connect them?” This is heading down the right path, but there [...]

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Brand Culture & Personality

Branding: Why Personality & Culture Matter

If we look at the history of branding, we can see that a “Brand” is a mark or set of marks that represent a product or services with a definitive level of quality, experience, and outcome desired by the consumer. Basically, we, as consumers, associate a visual representation with an emotional experience of a transaction. [...]

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Connect the Dots with User Journey

“Connect the Dots” through User Journey

As brands become more involved on platforms and begin the “lifestyle integration” phase of their maturity, it’s necessary that the correct channels are mapped accordingly to the appropriate user journey. What this means is that we get to turn back time and play a big game of “Connect the Dots.” As advertisers and marketers, we [...]

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Brand Strategy Breakfast Conversation

Brand Strategy: Who Owns the Brand?

I had an amazing potential client-partner conversation this morning where we were discussing brand strategy and the future of his particular brand; as well as the future of branding in general. The discussion, though brief, was a great exchange between current v. future. The question arose, who really owns the brand? I think in today’s [...]

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