A lot has been written about Return on Marketing Investment (ROMI), but there is little agreement on what constitutes the most effective strategy for measuring those investments. Especially when measuring the intangibles such as brand awareness advertising, brand identity revitalization or package redesigns.
Read full articleRedesigning an existing brand or developing an identity for a new brand requires a sizable investment and, as with any investment, it’s not without risk. In the case of a redesign, the existing equity and loyalty to the brand could be negatively impacted. Or if it’s a new brand, it could simply miss the mark—and the target audience—with messaging and a visual identity that doesn’t resonate.
Read full articleDuring 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.
Read full articleStrategic 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.