Much of the lexicon of branding, from mission statements to company values, and from visions to manifestos, suggests terms from religion, philosophy, and politics. What do brands have in common with these more typical examples of belief systems?
“Brands” in the most frequently understood sense of the term (especially among laypeople) refer to well-known, everyday consumer products (often including the companies that make them). From surveys like, “What brand of toothpaste do you use? What brand of car do you drive? (Or maybe: What brand of cigarettes do you smoke when no oneContinue reading “Why B2B Needs Branding”
My day job (that takes a few nights as well) is helping companies connect to their customers through ‘verbal branding’: that is to say, positioning, messaging, corporate language, and brand voice. It’s somewhat unusual in that to many people, brands are visual constructs, consisting of logos, color schemes, visual vocabulary, and guidelines. However, that’s notContinue reading “The Linguistics of Branding”
It’s clear why business-to-consumer companies are frequently also ‘content’ companies. Telling a meaningful story about a product or service requires a narrative everyone can follow and engage with. Does a software or technology firm need to do this? Don’t they just need to showcase the technology and let their readers put it together themselves? AndContinue reading “Why B2B Needs Content”
As with all disciplines, brand strategy comes with its own set of largely agreed-upon vocabulary. From positioning to messaging, values and benefits, the conversation is guided by a set of understandings of the key elements of a successful brand program, and how they should be worded. But what are we really talking about?