Brand logos: common flaws in the creative process
If you’re sitting in an office right now, turn and ask the person next to you, “what is a brand logo?” We’re pretty confident you’ll...
Slogans or taglines; what do you call them?
Often when recalling a Brand, we’re prompted by one or more of a few things: example, the name, the logo, a character, a sound,...
Brand Lexicon: Making Sense of Vision, Promise, Purpose, & Values
Many ‘experts’ have written that a brand is more than a logo. Of course, that’s true — even if creating a distinct, protectable logo...
Brand Recall: How to enable customers to remember you?
The best marketers work day and night to set themselves apart, looking to use every tool at their disposal to generate distinction for the...
Building a new brand: first ask three questions
Brand: is there another term that causes multiple micro-meanings for so many? Searching online for precise definitions might help, but this can also extend...