First in a series of entries about a brand platform. We begin with the Mission Statement, what it’s comprised of and its benefits to the organization.

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Brand exclusivity might arise from differentiating your service from competitors or by targeting those market segments most responsive to those services.

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As Porsche is getting ready to acquire Volkswagen, The New York Times interviewed Porsche head, Wolfgang Porsche. Mr. Porsche said the “numbers make sense”. I ask, “do the cultures make sense?”

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The slide show equivalent to UTube for videos is called SlideShare. There you can find many presentations having to do with branding. Many are educational and worthwhile. Others are blatantly self-serving sales pitches. But it’s interesting to sift them out and get to the really meaty material. One set of six presentations produced by Idris [...]

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There are two very diverse brand related to Christmas: The birth of Christ and its significance to Christians, and the “children’s holiday represented by Santa Claus, Frosty and Rudolph. There’s tension between the two brands.

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I’m evaluating a multi-media course on blogging from the folks at Simpleology. For a while, they’re letting you snag it for free if you post about it on your blog. It covers: The best blogging techniques. How to get traffic to your blog. How to turn your blog into money. I’ll let you know what [...]

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The most basic criteria for a logo are presnted here. So, too, are examples of three basic types of logo.

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Branding has become a concern and a priority for Internet marketers in the past several years. And so has personal branding. And to advise entrepreneurs and smaller businesses about these new and unique types of branding, here come a whole passel of newly-appointed gurus. Just as personal coaches and mentors have become important to any [...]

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Some graphic designers will pay more attention to unique type face designs than to legibility. Don’t let them saddle your brand with a font or a type treatment that can’t be read.

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Make sure people know you’re acting “green” when you use environmentally friendly packaging materials for your product. If the package is made from re-cyclable materials or can be re-cycled, state so. Also state your “green” position prominantly.

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