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BRANDING CONTINUUMBranding Strategist Len Johnson's Blog
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Branding Strategist Len Johnson's Blog
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BRANDING CONTINUUM | jdgcommunications.blogspot.com Reviews
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Branding Strategist Len Johnson's Blog
jdgcommunications.blogspot.com
BRANDING CONTINUUM: Looking Nice - It's Not Enough
http://jdgcommunications.blogspot.com/2008/05/looking-nice-its-not-enough.html
Branding Strategist Len Johnson's Blog. Saturday, May 31, 2008. Looking Nice - It's Not Enough. In today's crowded brand marketplace, looking nice is not enough. The road to developing collateral—be it web banners, brochures, or print ads—can be a rocky path if not approached in a strategic manner. Graphic design should not be an afterthought or developed simply based on what "looks nice.". Rely on the power of the creative brief. Conducted nearly 350 interviews with scientists, managers, and staff prior...
BRANDING CONTINUUM: May 2008
http://jdgcommunications.blogspot.com/2008_05_01_archive.html
Branding Strategist Len Johnson's Blog. Saturday, May 31, 2008. Looking Nice - It's Not Enough. In today's crowded brand marketplace, looking nice is not enough. The road to developing collateral—be it web banners, brochures, or print ads—can be a rocky path if not approached in a strategic manner. Graphic design should not be an afterthought or developed simply based on what "looks nice.". Rely on the power of the creative brief. Conducted nearly 350 interviews with scientists, managers, and staff prior...
BRANDING CONTINUUM: October 2008
http://jdgcommunications.blogspot.com/2008_10_01_archive.html
Branding Strategist Len Johnson's Blog. Sunday, October 26, 2008. When Large Companies Buy Small Brands — Buy and Hide or Buy and Show. As the market fragments into countless niches and communication channels, practitioners must regularly test the conventional logic of brand communications and marketing. There will also be odd or unlikely company marriages and buy-outs. Converse is a “Swoosh-free” brand. This is a case of buy and hide. While Nike has leveraged the strength of Converse, neither brand ment...
BRANDING CONTINUUM: June 2008
http://jdgcommunications.blogspot.com/2008_06_01_archive.html
Branding Strategist Len Johnson's Blog. Thursday, June 26, 2008. Recycled Brand Is an Asset with Equity. In a recent seminar I presented to the DC Chapter of the American Marketing Association, I gave the attendees my perspective on the defining characteristics of a brand:. 3 The Customer or Stakeholder Experience. 4 An Asset with Equity. I cited the Interbrand study published in a 2007 Business Week. For further proof that a brand is an asset with equity, I suggest you check out the June 26, 2008. The b...
BRANDING CONTINUUM: July 2008
http://jdgcommunications.blogspot.com/2008_07_01_archive.html
Branding Strategist Len Johnson's Blog. Saturday, July 5, 2008. You Don’t Know What You Don’t Know. Every branding initiative can benefit from research. Focus groups, gap analysis, product testing, and logo evaluation can provide useful information to guide brand development. A survey or message workshop with clients, customers or stakeholders can be the cornerstone for decision making. Ill-fated branding can alienate current and potential customers, and employees alike. Why is research important? Says t...
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jdgcommunications.blogspot.com
BRANDING CONTINUUM
Branding Strategist Len Johnson's Blog. Sunday, October 26, 2008. When Large Companies Buy Small Brands — Buy and Hide or Buy and Show. As the market fragments into countless niches and communication channels, practitioners must regularly test the conventional logic of brand communications and marketing. There will also be odd or unlikely company marriages and buy-outs. Converse is a “Swoosh-free” brand. This is a case of buy and hide. While Nike has leveraged the strength of Converse, neither brand ment...
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