Blandness of B-to-B branding is the subject of a video by Martin Lindstrom in which he suggested three ideas that can help businesses raise above the static in their business markets.

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Recently I�ve observed a couple of companies who should be more careful in maintaining their brand and the attributes that differentiate them from competition. One, Kia, is now marketing a �premium� automobile. The other, Whole Foods, wants to dispel their high-price image.

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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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