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Creative Intelligence Blog
Archive for the ‘Branding’ Category
Quantifying the Value of Your Brand
Sales-driven businesses often struggle to see the value of branding and its impact on the bottom line. For many companies, branding is considered…
A Gorilla, a Cow, a Camel and an Elephant Walk Into a Bar…
A gorilla, a cow, a camel and an elephant walk into a bar…“Rough day!” says the elephant as they find a table in the corner…
Why Branding is Like Fine Art
A cardinal principle of effective branding is to capture the audience’s attention long enough to differentiate your product/service/brand/idea…
Begin with the End in Mind
A man was walking by a massive construction site when he noticed three stonemasons busily at work. He asked the first one what he was doing…
A Tale of Two Logos
I had the opportunity last week in Chicago to conduct a logo recognition test as an exercise to kick off a branding session with a group of business executives…
Pondering a Door Stop
So I’m carrying a stack of hard drives into the office one morning, and I stoop down to pick up the brown, plastic door stop just inside the entrance. As I prepare to wedge…
Look Like Who You Want to Be
Marketing is always about envisioning a better future. It is growth-oriented. Goals and objectives are constantly in view. It’s about better results tomorrow…
The Power of Story
The current BMW advertising campaign takes an interesting departure from its traditional “ultimate driving machine” message. It is now selling “joy.” Or as one television commercial…
Hu are You?
The Who will be performing during halftime at the Super Bowl this weekend, and I have to admit it’s a bit disconcerting (or should I say dis-concert-ing) to see one of the rebel…
Pre-Fabricated Transparency Strains Credibility
Seems like self-deprecating humility and yielding to the social media-equipped masses are in vogue these days. Dominos Pizza, in an effort to capitalize on the social media-driven world…
