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Brand Development

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Sept. 13, 2011

Kavitha Jhaveri answered this question

What are some recent big wins and failures in corporate rebranding? Why? What's essential to win?

Believe the recent de-branding by Starbucks received quite a mix response. More a flack, than anything else. Dropping its brand name and the beverage name "coffee" from its logo, while only retaining the symbol of mermaid. This is likely to confuse consumers who are not ... more

Marketing

Brand Awareness

Brand Design

Brand Development

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June 1, 2011

Jon Arnold and 1 other person answered this question

What does M5's position and brand represent?

Not sure what you're getting at here. M5 has one of the longest track record providing hosted VoIP services, and is a great example of new competition that provides great value, esp for SMBs. There's a lot to their value proposition, and it works for ... more

Information Technology

March 26, 2011

Emily Zhang and 6 other people answered this question

What department should have responsibility for branding?

Just a thought. I guess the marketing department and strategic department should take the responsibilities. Strategic department may decide the branding direction, culture and budget. Marketing department take the responsibilities of brand awareness, image and other issues. It also depends on if you are going ... more

March 26, 2011

Manuel Castillo and 1 other person answered this question

When established brands undergo a redesign, is there a line drawn between evolution and destruction?

If I understand correctly you are talking about something similar to what pepsi did with the redesign of their logo, if customers can not in a few seconds recognize your brand, you went to far. more

Jan. 20, 2011

Anneliza Humlen and 3 other people answered this question

What impact has social media had on corporate branding?

I think Social Media has forced a much needed humanization of brands. I see this happening in several ways, but there are two very powerful paradigm shifts where this becomes most evident:
1) No more pushing - social media has forced a much needed redirect of ... more

Jan. 19, 2011

Jessica Groopman answered this question

How have recent cultural shifts affected the concept and process of branding?

Great question Andi! There are a million answers to your question, but the first that jumps to mind is the effect of *transparency*. Over the last 10 years, our culture has seen a real emergence and emphasis on transparency, or access to information... for better ... more

Dec. 19, 2010

Sam Beamond and 3 other people answered this question

Is branding still important?

I think branding is still important, but I think, especially for smaller mom and pops, that the focus is moving more toward the "personal branding" angle. With social media being worked into every nook and cranny of our business world, people are relating more to ... more

Dec. 14, 2010

Jeffrey Summers answered this question

How do you start formulating a branding strategy?

You have a brand, whether you know about it or not. Ask your top 25 core guests what one thing comes to mind when they hear your name - that's your brand. It's also your 1st step.
You should survey your existing guests who fit ... more

Dec. 10, 2010

Craig Custeau and 2 other people answered this question

What kind of role do logos play for your branding strategy?

Hi Kenny,
I believe Elliot is on the right track. Logos are merely icons that relate the company behind them, to the person's experience with that brand.
For example, if you see the golden arches, what images come to your mind, and what experiences have you ... more

Dec. 9, 2010

Elliot Schreiber answered this question

How does your brand strategy address different cultural aspects?

First, we need to recognize that whether we are operating within a region of the US with multiple languages and cultures or whether we operate internationally, we always will be dealing with cultural differences. There are some who would argue that you need to develop ... more

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