TECHNIQUE: Brand Aspiration

TECHNIQUE: Brand Aspiration

This exercise helps you to explore new ways to describe your brand by relating it to other famous brands. Tell the group: Let’s start by thinking about some brands that you aspire to. Show them a list of the top 100 brands: Here are the world’s top 100 brands. What if...
Design by committee

Design by committee

 I’m sure you’ve seen it before. A new ad or logo or marketing campaign is being presented to a room full of people. The people nod their heads and smile throughout the entire presentation. They’re writing notes here and there. They’re focusing during they key...
The epitome of branding is naturalness

The epitome of branding is naturalness

It’s not about launching a new branding campaign. It’s not about your sub brands and umbrella brands and endorsement brands and corporate brands, or your entire brand architecture. You don’t need to refresh your logo again. You don’t need to develop a complicated...
Make the logo smaller

Make the logo smaller

What if instead of asking to make the logo bigger in ads, what if we asked our designers and agencies to make them smaller? What if we asked them to develop creative that was so compelling that people couldn’t help but seek out what company was behind it? (Apple did...
Brand journalism

Brand journalism

The concept of “brand journalism” has been around since 2004 when McDonald’s introduced it as a part of their turnaround plan at an Advertising Age conference. A major criticism of the term is that journalism is intended to be non-biased. Because it is...