The question: “Are there cases or examples of newspaper advertising being part of the brand development, therefore can be treated as an asset rather than an expense”?

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Here are two blogs I recommend highly for meaty content on branding. Whether you’re a pro or tyro, you’ll find good info at Branding Strategy Insider and at HBS Working Knowledge

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The idea behind the abstraction ladder is that the more abstract the word or phrase used to describe an object, concept or situation, the less precise the description is. The more abstract, the more chance for confusion and miscommunication.

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Don’t be afraid of giving your sales force the major task of branding your company. More and more we are hearing branding pundits expound on relationship-building as a powerful brand-building activity.

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Significant branding value can be provided from an outstanding copywriter. A copywriter with a strategic bent may identify an undiscovered differentiator within the product, organization or business practice.

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Brand associations can be viewed at two levels. First are the brands within your organization and the way they relate. Second, as associations with brands, organizations and celebrities outside you organization.

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BJ Bueno, author of The Power of Cult Branding, has also written a Cult Branding Workbook which is an operations manual you can use to give your brand a cult-like following.

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The branding of franchises has its own set of problems and needs. Without thoughtful planning at every level – strategic, tactical, creative – expenses and logistics could be a nightmare.

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The Wall Street Journal will be publishing a slick insert for their Weekend Edition and calling it WSJ.. They’re diluting their brand. What has Rupert Murdoch wrought?

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Jack Trout, co-author of Positioning, thinks those Sears sub-brands (Kenmore, Die-Hard, etc - are the only way Sears can successfully differentiate its brand from J.C.Penneys, Target, Kohls and other general merchandise chains.

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