Consumers select brands they regard as matches to their self-image, and a positive public role model associated with your brand helps facilitate this comparison. Once consumers form adverse associations with your brand, this may result in decreased revenue and other financial harm. The more this happens, or the longer it
Tag: brand
Brand Designers Should Keep Brand Personality In Mind When Designing Logos Because Logo Might Backfire When They Are Inconsistent With Brand Personality
People tend to perceive symmetrical shapes as more attractive and preferable, in comparison to asymmetrical ones. As such, it is not surprising that brand managers favor using symmetrical logos. But, despite the large number of companies using symmetrical logos, little has been written about whether such designs can also backfire
Research: When A Brand Praised Its Competitors, Consumers Feels That The Brand Was More Thoughtful, Kind, And Trustworthy
When it comes to engaging with competitors, most brands take an antagonistic approach – think the age-old rivalry between Coke and Pepsi, or the memorable “Mac vs. PC” ads. However, new research suggests that praising the competition can actually boost a brand’s image and profitability. For example, in one study,
How To Connect Brand Messages With Every Small Moments In Customer’s Everyday Life
As data becomes more important to customer strategies, marketers are gravitating toward hiring people with more analytical skills. How do new marketing talent strategies enable this shift – while retaining the creative part? Marketing was once pegged as a field for creatives, but the rise in big data and artificial
Brand’s Purpose Or Ethos Has Shifted From Aspiration To Strategic Priority
Many organizations are redefining why they exist beyond profit – pushing them to rethink everything from product delivery to employee and community engagement. How does marketing play a role in purpose? The expectation that the purpose of businesses should go beyond maximizing profits is becoming more common. Take the 2021
4 Key Fundamentals Of A Successful Brand Revival
A successful brand revival does not happen in a single moment. There are no shortcuts. There is only a continuum of strategic, creative, and operational decisions that, if executed consistently, put a brand on the path to cultural relevance, consumer love, and business success. This story is much less exciting
Rise Of Impact Entertainment: Brand’s Social Purpose & Socially Conscious Consumers
As more brands, media companies, and corporations seek to connect with an ever growing, socially conscious consumer base, Participant Media and SoulPancake, in partnership with Brand Storytelling, set out to understand how brand marketers think about utilizing traditional entertainment as a tool to spark meaningful dialogue and generate compelling social
Defining A Brand’s Style With Right Strategy And Creativity: 10 Types Of Brand Style With Key Characteristics, Color Palettes, Typography And Industries They Suits Best
Picking a brand graphic style is one of the most creative and stimulating phases of the brand building process. This is where you’ll make some bold upfront decisions about the personality of your brand and the market you want to appeal to. Your brand will begin to glow with its
6 Brand Ethos To Improve Your Performance Amid Disruption: Not Just Survive But Thrive
Strategic agility is the ability to improve performance – not just survive but thrive – amid disruption. Companies that successfully navigated the Covid-19 crisis identified when to deviate from their strategic plan and adapt to the changing environment. The authors identified three distinct ways they did this: First, they were
What Is A Social Media Makeover And How Give Your Brand A Social Media Makeover
Social media is essential for everyday entrepreneurs – but it’s a waste of your valuable time if you’re not using it properly. To stand out from the crowd and be recognized over time, strong design is essential for both of these things. If you’re not standing out, it might be
To Grow Your Brand You Have To Give It Up | A Keynote By Dwayne Chambers
In business we increasingly fall into the trap of thinking that because things are moving so fast that we must quickly change our course, grow markets, expand product lines, and find new avenues to address every customer need. Increasingly we want to do this by “controlling the customer journey” and
Brand’s Nickname: Six Tactical Strategies To Make Your Brand’s Nickname Work For You
Brand nicknames have been common for years, but it’s not always obvious how (if at all) brands should engage with them, especially online. In this piece, the authors discuss a recent study in which they found that social media posts that used nicknames had significantly higher like and share rates
