Issue 35

The Role of Packaging in Brand Identity—Not Just for Consumer Brands

Packaging design is a critical component in building a brand’s image and identity. Anyone marketing to consumers already operates from this paradigm. The same holds true though for the commercial marketplace. Whether it’s a cosmetic product, or a 5-gallon pail of commercial paint, the packaging offers a huge opportunity to positively impact a brand’s image. But what we frequently hear from many business-to0business companies is, “the packaging doesn’t really matter, our customers place their orders via catalog”. Or in other words, they don’t need the package to sell the product on a retail shelf.

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Issue 42

Naming: What Makes a Brand Name Great

Developing a great brand name—one that is distinctive, memorable, easy to pronounce and emotionally appealing—is a critical element in creating a successful new brand. We all know that great brand names can differentiate companies, products or services in crowded markets. They can help create brand awareness, increase brand preference and build brand loyalty. But it’s important to point out that a name on its own is just a word—an empty shell—until it is filled with communications, products, services and experiences that bring it to life and create meaning and value.

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Issue 38

Effectively Managing a Global Brand Identity

Managing global brands has never been more important. On one level, all brands have global reach as a result of the Internet, whether intended or not. But this doesn’t make them global brands. While it is true that the world is much smaller as a result of the Internet, affordable travel and the reduction of trade barriers, a truly global brand takes more than having a multi-national presence. A global brand is a brand that is intentionally marketed, bought, sold and recognized in various countries around the world.

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Issue 47

Using Audits to Enhance Your Brand’s Performance

Once you have outlined a well-articulated brand strategy, you know that you need to manage your brand against the strategy and implement accordingly to achieve your brand vision. The challenge, however, is executing against that strategy consistently over time. And things become more complex if your brand is wide-reaching involving employees, customers and suppliers worldwide. This is where audits can be extremely helpful.

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About identityWise

Strategic and discerning, identityWise® shares our perspectives on branding. We explore the brand issues that matter to you. From positioning and brand management to identity design. Actionable insight awaits.

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