Competitive Marketing Intelligence | Crayon
Austin West
Austin West
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  • 5 TIPS for Successful Brand Taglines | Part Five
    TIP No# 5. A Good Tagline Meets Certain Criteria. Only now do we come to evaluation and selection. Let’s say you’ve followed all the steps: You’ve determined that a tagline will improve your verbal identity system, AND that you can successfully deploy it; you’ve identified areas of opportunity and have engaged a copywriter to explore those; and she has returned with a solid list of candidates, ...
Austin West
Austin West
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  • 5 TIPS of Successful Brand Taglines | Part Four
    TIP No# 4. The Right Tagline is Worth Paying For. Successful copywriting is a skill and an art. Great copywriters traffic in clarity, economy, rhythm, metaphor, and a host of other tools at which they are adept. Most of us mere mortals are not so adept. I write all my own blog posts, and I feel comfortable with my skills in this environment. But I’m a brand and creative director and strategis...
Austin West
Austin West
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  • 5 TIPS for Successful Brand Taglines | Part Three
    TIP No# 3. A Tagline Conveys One Idea Well. Consider a few of my all-time favorite (and very successful) taglines: “We try harder.” – Avis “You are now free to move about the country.” – Southwest Airlines “When it absolutely, positively has to be there overnight.” – FedEx Each is very different in tone and message. But they each work because they convey a key aspect of the core brand idea ...
Austin West
Austin West
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  • 5 TIPS for Successful Brand Taglines | Part Two
    TIP No# 2. A Tagline is Part of a System. More specifically, a tagline is part of two systems: Your verbal identity system. These are all the words your brand uses to present itself to the market. These can include, but are not limited to, campaign themes, key messaging, web copy, sales collateral copy and packaging copy. Brand Positioning > Key Messages > Verbal Identity System: > Tagline, ...
Austin West
Austin West
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  • 5 TIPS for Successful Brand Taglines | Part One
    If you’ve ever dealt with matters of brand identity, you’ve probably wrestled with the tagline questions: Do we need one at all? How do we get to the right one? What should a tagline be, say and do? There’s a lot of advice out there regarding taglines, and some of it is crap. (Example: “It needs to be short and memorable.” Wow, it sounds so easy when a professional explains it.) In this post...
Austin West
Austin West
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  • BRANDING | The Curse of the Three Initial Company Name | Part Three
    But aha! you say, there are successful Three Letter companies: IBM, ABC, PPG, CDW, and so on. True enough, but all of those examples were famous companies with meaningful names before changing to initials. They were, and remain, household names because of that momentum. Contrast that with these companies, who are also among the largest 500 companies in America. What do they do, and how memorable a...
Austin West
Austin West
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  • BRANDING | The Curse of The Three Intitial Company Name | Part Two
    What’s so wrong with that? For starters, the CLM name is now guaranteed to mean nothing, to be hard to remember … even hard to hear. (E.g., we got a voice mail the other day but couldn’t make out the the caller’s three-initial firm, since B’s, D’s, T’s, P’s and C’s weren’t precisely enunciated. We called them, got a semi-murky recorded message that we listened to in vain, then gave up.) Next, the...
Austin West
Austin West
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  • BRANDING | The Curse of the Three Intitial Company Name | Part One
    Naming a company should never be left to its owners; their lack of objectivity often leads to the dreaded Three Initial Company Name, a mis-branding mistake that puts them at a permanent disadvantage. If that sounds harsh, it’s based on decades of watching firms make the same company naming errors, based on the same bad assumptions, ignoring the imperatives of branding. Sometimes, a few years lat...
Austin West
Austin West
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  • BRANDING | 10 Most Common Naming Mistakes | Part Six
    10. Ending The Verbal Identity Process At A Name. Given all that we’ve covered on the importance of naming, we know that a brand is so much more than just its name. While names are vital, valuable assets, they are only one part of your brand’s identity, particularly its verbal identity, or how we use the power of words and sounds in our brand expression every day. Language is one of the most pow...
Austin West
Austin West
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  • BRANDING | 10 Most Common Naming Mistakes | Part Four
    6. Ignoring Global Implications Every company wants to avoid linguistic disasters. We’ve all heard the many stories (or myths) around names that fail the transition across borders—like the Chevy Nova in Latin America or Microsoft Vista in Latvia. Yet it’s surprising how many global brands continue to launch names that are inappropriate in a culture—or even many—by ignoring the rigor of a linguis...
Austin West
Austin West
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  • BRANDING | 10 Most Common Naming Mistakes | Part Five
    8. Thinking Everything Needs A Name. New products, innovations, technologies, ideas, and acquisitions: As organizations expand and grow, there are more and more opportunities for the launch of new products and services—and the need to name them. It’s in these cases where it’s important to ask whether a new brand or product truly needs a name. Too many names and brands in a portfolio often add to...
Austin West
Austin West
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  • BRANDING | 10 Most Common Naming Mistakes | Part Three
    4. Confusing The Need For Information With The Need For Differentiation. When choosing a name, companies often fall back on descriptive terms, based on the belief that they are easier to sell and require less marketing investment. They might think that the more overt the name, the more likely to be understood—and so picked—by customers. Or they might choose them simply because these types of name...
Austin West
Austin West
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  • BRANDING | 10 Most Common Naming Mistakes | Part Two
    2. Forgetting That Naming Is As Strategic As It Is Creative. Companies often don’t spend enough time defining—and agreeing on—the strategic role of a name. But a great name is rarely that simple because it is different or creative. A great name is one that clearly communicates the positioning and personality of the brand. In today’s highly competitive environment, the strongest brands are ones t...
Austin West
Austin West
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New blog articles detected.

  • BRANDING | 10 Most Common Naming Mistakes | Part One
    A Great Name is Vital. Don’t Omit Crucial Steps. When it comes to brands, the name is one of the most important elements of its proposition. A name is often the first act of public branding and helps establish the tone for a product, service, or company. It acts as the primary handle for a brand: It’s a recall and recognition device, it communicates desired attributes or specific benefits, and...
Austin West
Austin West
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  • BRANDING | The Way Forward: Thinking Outside The Box | Part Five
    THE BOTTOM LINE The future of brand-building and brand management lies in defining, integrating, and steering all of these requirements. In addition to a more flexible understanding of brand management structures and state-of-the-art instruments, this will also require a new self-image. Whether it is a shift away from a “corporate design police,” to an internal brand consultant; or from a brand a...
Austin West
Austin West
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  • BRANDING | The Way Forward: Thinking Outside The Box | Part Four
    When facing these new challenges, brands must avoid textbook solutions, and instead think outside the box. Below are four new ways to think about brand building. 4. CROSS-MEDIA & CROSS-CHANNEL: The blurring and merging of communication and distribution channels can be seen as one of the most important developments of the past few years. In the future, communication with indirect references to sal...
Austin West
Austin West
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New blog articles detected.

  • BRANDING | The Way Forward: Thinking Outside The Box | Part Three
    When facing these new challenges, brands must avoid textbook solutions, and instead think outside the box. Below are four new ways to think about brand building. 3. NATIONAL & INTERNATIONAL: As a result of internationalization, many companies see their brands facing unknown challenges in diverse foreign markets. National brands that led the field in their domestic markets must confront unfamiliar...
Austin West
Austin West
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New blog articles detected.

  • BRANDING | The Way Forward: Thinking Outside The Box | Part Two
    When facing these new challenges, brands must avoid textbook solutions, and instead think outside the box. Below are four new ways to think about brand building. 2. INTEGRATION & DIFFERENTIATION: Ever since the business of branding began, the issue of integration and differentiation has been a salient one. But in light of the increased significance of brands as a factor for creating added value, ...
Austin West
Austin West
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New blog articles detected.

  • How To Talk To “Your Brand” In A Way That Everyone Gets It? | Part Four
    A Definition Of A Brand That Fits Both Perspectives My definition of a brand fits and supports both the customer and managerial perspectives of a brand: A brand is a set of associations in memory linked to a company, product, or service through its name, logo and other elements that provides a compelling promise of value to customers and other stakeholders. These Associations Represent: Th...
  • BRANDING | The Way Forward: Thinking Outside the Box | Part One
    When facing these new challenges, brands must avoid textbook solutions, and instead think outside the box. Below are four new ways to think about brand building. 1. CENTRALIZED & DECENTRALIZED: Previously, centralized brand management was considered fundamental to successful brands. However, currently market and business realities point in another direction. There is now a need to be close to mar...
  • How Successful Brands Will Be Built In The Future | Part Four
    THE PARAMETERS FOR BRAND SUCCESS There are eight key points that brands managers will need to keep in mind when devising a brand strategy in the years to come. 7. GLOBALIZATION: Globalization has been embraced not only by large corporations, but by small-to-medium-sized businesses as well. However, there are still no simple or self-evident answers to issues of global brand management. Do brandi...
  • How Successful Brands Will Be Built In The Future | Part Three
    THE PARAMETERS FOR BRAND SUCCESS There are eight key points that brands managers will need to keep in mind when devising a brand strategy in the years to come. 5. DIVERSIFICATION: In addition to the trend toward increased integration of branding measures, strategy-driven diversification is also becoming more and more important, particularly in the branding arena. This is due to expansion into ne...
  • How Successful Brands Will Be Built In The Future | Part Two
    THE PARAMETERS FOR BRAND SUCCESS There are eight key points that brands managers will need to keep in mind when devising a brand strategy in the years to come. 2. CONVERGENCE: Brand worlds often collide when innovation cycles merge with new technologies. This demands a great deal of flexibility and foresight on the part of brand managers. 3. MULTI-CHANNEL: The mushrooming diversity of new me...
  • How Successful Brands Will Be Built In The Future | Part One
    All it takes is a quick look at the business world to realize that textbook organizational structures, even when implemented perfectly, are increasingly coming into conflict with conditions in the real world. Market conditions have changed, and will continue to do so in the years ahead. The current economic situation will reinforce this trend and ultimately make its effects permanent. The question...
  • The 7 Secrets of Growing A Globally Competitive Brand | Part Four
    THE 7 SECRETS | Six & Seven 6. Compromise Can Destroy a Brand. Brands are built on consistency of messaging and delivery of the promised experience. When you compromise and step away from communicating your community’s benefit promise, you begin to chip away at that consistency. Once you start down that slippery slope, it becomes extremely challenging to stop. Elected officials and well intend...
  • The 7 Secrets of Growing A Globally Competitive Brand | Part Three
    THE 7 SECRETS | Five 5. Repositioning Can Be a Fool’s Chase. To reposition means to change what currently exists as your community’s brand equity and shift it significantly enough to take on a new meaning. When I lecture on this, my requirement is that your community’s brand promise must undergo a fundamental change in order to be considered a repositioning of your community. Otherwise, you are...
  • The 7 Secrets of Growing A Globally Competitive Brand | Part Two
    THE 7 SECRETS | Three & Four 3. Your Brand Makes Your Community Powerful, Not The Other Way Around. Companies do not succeed based on the quality of your community’s elected officials or economic development team. They succeed because your community promises and delivers a benefit that provides their business a competitive advantage. Your community is powerful when the businesses in your commun...
  • The 7 Secrets of Growing A Globally Competitive Brand | Part One
    THE 7 SECRETS | One & Two 1. Focus Equals Simplicity. Simplicity is important because your target audience is exposed to a staggering number of messages each and every day. They are unable to process all the information coming at them. In order to get your message to stand out from the noise, your promise needs to be as simple to understand as possible. Simplicity is not easy to achieve though....
Austin West
Austin West
Blog Article

New blog articles detected.

  • BRANDS AND SUSTAINABILITY: HOW DO THEY WORK TOGETHER?
    Some brands, like GE, have broken the proverbial B2B mold and developed a sustainability strategy that is strengthened by its link to business strategy. GE’s well-defined and well-managed brand allows the organization to leverage it for sustainability. GE has effectively linked sustainability with brand by: 1. Using the brand as a business decision-making tool Linking ecomagination with GE wa...
  • B2B AND SUSTAINABILITY: WHAT’S THE PROBLEM?
    Essentially, the crescendo of environmental sustainability has created an even playing field for B2B and B2C. (It is safe to say that sustainability is industry agnostic—just like branding!) However, most B2B organizations are not doing an effective job with galvanizing their employees and other key stakeholders around these practices. Nor are they measuring and communicating the impact of these p...
  • B2B AND BRAND: BRAND DOES MATTER
    In a 2008 survey in BtoB magazine, 62 percent of B2B marketers said that their primary goal in 2008 would be customer acquisition. Only 19 percent cited brand awareness. B2B CEOs often consider the brand to be a frivolity: “Our audiences are so different from B2C—do we really need to make the investment in our brand?” What they don’t realize is that the brand is more than a communication frame...
Austin West
Austin West
Blog Article
Austin West
Austin West
Blog Article

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