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 56

Experience Design: It All Begins with Understanding Human Relationships

When you’ve been in the business of building brands as long as we have, trends ebb and flow, and management philosophies shift with each new disruptive book that is published. Then, you hear terms being used like UX, BX and CX. When we first heard “experience design” we thought: isn’t this what we’ve always been doing? We decided to look into the true meaning of the term “experience design” and uncover how closely it ties to human nature.

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Issue 31

10 Critical Success Factors in Launching a New Brand Identity

Whether you’re repositioning an existing brand or developing an identity for a new brand, product or service, your success depends not only on a distinctive brand strategy and visual identity system, but on a well-executed launch. If you’re repositioning your brand, you’re making a change and everyone who has a relationship with your brand needs to know about it. If you’re launching a new brand, you need to create that relationship from the ground up. Either way, your audiences need to hear about it repeatedly so they remember what your brand stands for and why it’s relevant to them. In the end, it’s all about creating loyalty so they choose your brand over the competition.

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Issue 53

Rebranding: Knowing When It’s Time

When you consider all the points of engagement that carry your brand identity, and the cost associated with redesigning all of them, the idea of making the investment to redesign everything from your brand’s logo and visual identity to creating the necessary brand guidelines to enable consistent expression may seem like a monumental task. Additionally, you may suspect that a new brand name would serve you better, but you aren’t sure. Will it help you stand apart from the competition and help increase brand recognition?

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Issue 45

Building Strong Brands in a Fluctuating Market

During the last recession, some brands slashed marketing budgets while others embarked upon brand revitalization efforts. When the economy rebounded, those companies who invested in their brands—Cargill, Boise Cascade and UPS, to name a few—were rewarded. We want to share a few thoughts on what it takes to build strong brands in tougher times. And yes, we believe it is possible, but does take leadership and ingenuity.

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Issue 49

Taglines: To Use or Not To Use

In tough economic times, companies are looking for more efficient ways to market themselves, make an impression and be memorable. Which seems to have a lot of people wondering, “Should I have a tagline?” To use or not to use, that is the question. Taglines can cement a brand in the mind of consumers and have greater staying power than likely imagined (a la Nike’s “Just do it.”), but, depending on your business, a tagline may or may not be appropriate.

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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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