9 LINE EXTENSION EXAMPLES FOR 2020: FROM COKE TO HONDA The brand is essentially competing with its old products. There is less opportunity for incremental sales because sales of the new product might come at the expense of the existing products. Successful Examples of Line Extensions: Colgate with Hemp Seed Oil. Coca-Cola

Cinnamon.

11 EXAMPLES OF BRAND ESSENCE, FROM BMW TO MONSTERCAT It is a long term, repeatable emotion the brand can illicit in customers. Brand essence has to come from an authentic place; a company cannot ‘fake it’ with any consistency. BMW = Driving Pleasure. Walt Disney = Magical. Apple = Simple Elegance. Monstercat = Lose Yourself In Music. Quiksilver = Spirit of Outdoor Activity. 17 EXAMPLES OF SUCCESSFUL SUB-BRANDS: PRIUS, ALEXA... Signia Hilton, Hilton Garden Inn, Hampton by Hilton. One of my pet peeves is the proliferation of sub-brands in the hospitality industry; every hotel seems to have its own silly sub-brand. This means that there are hundreds of brands, most of which are owned by a few companies: Hilton, Wyndham, and Marriot. 11 BRAND EXTENSION EXAMPLES FOR 2020: DYSON TO FENDER Good examples of brand extensions can put a company in a better strategic position. Bad brand extensions are just ugly. A brand extension (some times called a category extension) is when a brand is known for one type of product starts selling a different type of product.. Some example of brand extension are:. Apple: from personal computers into MP3 players. WHY & HOW TO WRITE A BRAND PROMISE (WITH 12 EXAMPLES) A brand promise statement is simply the customer expectation codified in a one or two line sentence. For new brands, the brand promise is the expectation they would like to create in future customer’s minds. For established brands, this is a statement of 9 LINE EXTENSION EXAMPLES FOR 2020: FROM COKE TO HONDA The brand is essentially competing with its old products. There is less opportunity for incremental sales because sales of the new product might come at the expense of the existing products. Successful Examples of Line Extensions: Colgate with Hemp Seed Oil. Coca-Cola

Cinnamon.

11 EXAMPLES OF BRAND ESSENCE, FROM BMW TO MONSTERCAT It is a long term, repeatable emotion the brand can illicit in customers. Brand essence has to come from an authentic place; a company cannot ‘fake it’ with any consistency. BMW = Driving Pleasure. Walt Disney = Magical. Apple = Simple Elegance. Monstercat = Lose Yourself In Music. Quiksilver = Spirit of Outdoor Activity. 17 EXAMPLES OF SUCCESSFUL SUB-BRANDS: PRIUS, ALEXA... Signia Hilton, Hilton Garden Inn, Hampton by Hilton. One of my pet peeves is the proliferation of sub-brands in the hospitality industry; every hotel seems to have its own silly sub-brand. This means that there are hundreds of brands, most of which are owned by a few companies: Hilton, Wyndham, and Marriot. 11 BRAND EXTENSION EXAMPLES FOR 2020: DYSON TO FENDER Good examples of brand extensions can put a company in a better strategic position. Bad brand extensions are just ugly. A brand extension (some times called a category extension) is when a brand is known for one type of product starts selling a different type of product.. Some example of brand extension are:. Apple: from personal computers into MP3 players. WHY & HOW TO WRITE A BRAND PROMISE (WITH 12 EXAMPLES) A brand promise statement is simply the customer expectation codified in a one or two line sentence. For new brands, the brand promise is the expectation they would like to create in future customer’s minds. For established brands, this is a statement of TYPOGRAPHY IN BRAND GUIDES: HOW 17 BRANDS USE FONTS Alfa Romeo. Walmart. Medium. United Way. Dow Chemical Company. Baboon. UC Berkley. These are large brands with many contributors and partners to organize. No matter the scale of the organization you are working with, these examples will give you a better sense of how to best standardize your brand fonts. REBRANDING: WHAT IS IT, WHY DO IT, AND FAMOUS EXAMPLES Rebranding is the act of changing an organization’s name, logo, colors, or other structural parts of the brand identity to move away from undesirable feelings and brand associations, and allow for new perceptions to form. Colin Finkle, the author of this post, has walked many companies through the challenging process of rebranding. WHAT IS A BRAND ASSOCIATION? A DEEP DIVE WITH EXAMPLES A brand association is a mental connection between a brand and a concept. Brand associations are thoughts that pop to mind when a person thinks about a brand, such as “soft” for Cottonelle or “athletics” for Nike. Brand associations are the connections in out minds between a brand and people, places, things, and emotions. BMB | BRAND MARKETING BLOG BMB helps entrepreneurs, marketers, and designers reach their full potential as brand builders. We provide the examples, concepts and teaching that enables readers to WHAT'S BRAND MARKETING? THE DEFINITION AND STRATEGY. Brand marketing is the theory and tactics to make a strong brand. The theory of brand marketing: spending on marketing is an investment in building a brand’s value, and in-turn the company’s value. That investment-based strategy makes brand marketing different than other marketing strategies such as direct response marketing. THE POWER OF BRANDING: BRAND EFFECT AND WHY IT WORKS The power of branding is to influence actions; a strong brand can lubricate the process of asking for purchases, likes, shares, donations, or whatever action a business desires. The branding effect is powerful because it is subconscious. We evolved the ability to

gather reputations.

LOGOS WITH TM: WHY AND HOW TO USE THE TRADEMARK SYMBOL 14 examples of brands that use a TM in their logos (3M, Intel, Fitbit.) Learn why a logo needs it, and where a graphic designer

should place it.

REBRANDING: WHAT IS IT, WHY DO IT, AND FAMOUS EXAMPLES Rebranding is the act of changing an organization’s name, logo, colors, or other structural parts of the brand identity to move away from undesirable feelings and brand associations, and allow for new perceptions to form. Colin Finkle, the author of this post, has walked many companies through the challenging process of rebranding. BRAND IS AN INTANGIBLE ASSET. AN IDEA WITH REAL VALUE. Intangible assets are not physical but have real value to the organization. An organization’s brand is an intangible asset, as well as the brands of any products they own. Other intangible assets include goodwill, accounts receivable, prepaid services, people, patents, trademarks, designs, and trade secrets. Tangible assets are

usually easier

THE ‘WOW’ LOGO COLORS OF 2020! (FREE TO COPY) Olives and Earth Tones: Neutrals are also very popular in make-up, fashions and now graphic design. Electric Yellows: Using dark blue or green to make a yellow tone stand out is seen all the time in 2020. Classic Blue: Classic Blue, the Pantone “Color WHAT IS BRAND EQUITY? APPLE EXAMPLE. A third of the value of Apple of the company is the value of it’s brand. The value of Apple (at this time) is $703.5 B, and the value of the brand $234 B ( according to Interbrand ), so 30% of the total value of the company comes from the Apple brand and all their sub-brands (iPhone, Mac, iCloud, etc.) That $234 B brand value means

that Apple

FRAMING EFFECT: HOW TO USE IT IN MARKETING CAMPAIGNS The framing effect is one of many cognitive biases in our psychology. The framing effect is the difference in decision making when the same information is framed in different ways. People tend to avoid risks when presented with gain frames and seek chances when faced with a loss frame. The framing effect is part of behavioral economics. BEYOND MEAT: NO MORE MYSTERY FOR THE PLANT-MEAT BRAND Beyond Meat is a Los Angeles based food processor that makes plant-based alternatives to meat. They make the Beyond Burger, Beyond Beef, and Beyond Sausage products for retail and foodservice. Their growth has been explosive in the last few years. Beyond Meat has a market cap of $9.42 billion US (as of July 2019). THE POWER OF BRANDING: BRAND EFFECT AND WHY IT WORKS 11 EXAMPLES OF BRAND ESSENCE, FROM BMW TO MONSTERCAT It is a long term, repeatable emotion the brand can illicit in customers. Brand essence has to come from an authentic place; a company cannot ‘fake it’ with any consistency. BMW = Driving Pleasure. Walt Disney = Magical. Apple = Simple Elegance. Monstercat = Lose Yourself In Music. Quiksilver = Spirit of Outdoor Activity. 9 LINE EXTENSION EXAMPLES FOR 2020: FROM COKE TO HONDA The brand is essentially competing with its old products. There is less opportunity for incremental sales because sales of the new product might come at the expense of the existing products. Successful Examples of Line Extensions: Colgate with Hemp Seed Oil. Coca-Cola

Cinnamon.

TYPOGRAPHY IN BRAND GUIDES: HOW 17 BRANDS USE FONTS Alfa Romeo. Walmart. Medium. United Way. Dow Chemical Company. Baboon. UC Berkley. These are large brands with many contributors and partners to organize. No matter the scale of the organization you are working with, these examples will give you a better sense of how to best standardize your brand fonts. WHY & HOW TO WRITE A BRAND PROMISE (WITH 12 EXAMPLES) A brand promise statement is simply the customer expectation codified in a one or two line sentence. For new brands, the brand promise is the expectation they would like to create in future customer’s minds. For established brands, this is a statement of REBRANDING: WHAT IS IT, WHY DO IT, AND FAMOUS EXAMPLES Rebranding is the act of changing an organization’s name, logo, colors, or other structural parts of the brand identity to move away from undesirable feelings and brand associations, and allow for new perceptions to form. Colin Finkle, the author of this post, has walked many companies through the challenging process of rebranding. BRAND IS AN INTANGIBLE ASSET. AN IDEA WITH REAL VALUE. Intangible assets are not physical but have real value to the organization. An organization’s brand is an intangible asset, as well as the brands of any products they own. Other intangible assets include goodwill, accounts receivable, prepaid services, people, patents, trademarks, designs, and trade secrets. Tangible assets are

usually easier

"TABLE STAKES" IN BUSINESS: DEFINITION AND EXAMPLES The term table stakes in business refer to the minimum offering on any aspect of a product before it is considered for purchase by a customer. For example, a backup camera is now table stakes to compete in the pickup truck market. Where once it was a luxury, now people looking to buy a pickup truck will not consider one without a backup

camera.

THE ‘WOW’ LOGO COLORS OF 2020! (FREE TO COPY) Olives and Earth Tones: Neutrals are also very popular in make-up, fashions and now graphic design. Electric Yellows: Using dark blue or green to make a yellow tone stand out is seen all the time in 2020. Classic Blue: Classic Blue, the Pantone “Color TEN WAYS THE IPHONE CHANGED OUR CULTURE For the launch of the iPhone Xs and iPhone Xr launches, we list ten things Apple changed forever. The iPhone was a real innovation. My litmus test for innovation is whether all of the products and a category become similar to the innovative entrant. For example, there weren’t many horses and buggies after the motor Read More »Ten Ways The iPhone Changed Our Culture THE POWER OF BRANDING: BRAND EFFECT AND WHY IT WORKS 11 EXAMPLES OF BRAND ESSENCE, FROM BMW TO MONSTERCAT It is a long term, repeatable emotion the brand can illicit in customers. Brand essence has to come from an authentic place; a company cannot ‘fake it’ with any consistency. BMW = Driving Pleasure. Walt Disney = Magical. Apple = Simple Elegance. Monstercat = Lose Yourself In Music. Quiksilver = Spirit of Outdoor Activity. 9 LINE EXTENSION EXAMPLES FOR 2020: FROM COKE TO HONDA The brand is essentially competing with its old products. There is less opportunity for incremental sales because sales of the new product might come at the expense of the existing products. Successful Examples of Line Extensions: Colgate with Hemp Seed Oil. Coca-Cola

Cinnamon.

TYPOGRAPHY IN BRAND GUIDES: HOW 17 BRANDS USE FONTS Alfa Romeo. Walmart. Medium. United Way. Dow Chemical Company. Baboon. UC Berkley. These are large brands with many contributors and partners to organize. No matter the scale of the organization you are working with, these examples will give you a better sense of how to best standardize your brand fonts. WHY & HOW TO WRITE A BRAND PROMISE (WITH 12 EXAMPLES) A brand promise statement is simply the customer expectation codified in a one or two line sentence. For new brands, the brand promise is the expectation they would like to create in future customer’s minds. For established brands, this is a statement of REBRANDING: WHAT IS IT, WHY DO IT, AND FAMOUS EXAMPLES Rebranding is the act of changing an organization’s name, logo, colors, or other structural parts of the brand identity to move away from undesirable feelings and brand associations, and allow for new perceptions to form. Colin Finkle, the author of this post, has walked many companies through the challenging process of rebranding. BRAND IS AN INTANGIBLE ASSET. AN IDEA WITH REAL VALUE. Intangible assets are not physical but have real value to the organization. An organization’s brand is an intangible asset, as well as the brands of any products they own. Other intangible assets include goodwill, accounts receivable, prepaid services, people, patents, trademarks, designs, and trade secrets. Tangible assets are

usually easier

"TABLE STAKES" IN BUSINESS: DEFINITION AND EXAMPLES The term table stakes in business refer to the minimum offering on any aspect of a product before it is considered for purchase by a customer. For example, a backup camera is now table stakes to compete in the pickup truck market. Where once it was a luxury, now people looking to buy a pickup truck will not consider one without a backup

camera.

THE ‘WOW’ LOGO COLORS OF 2020! (FREE TO COPY) Olives and Earth Tones: Neutrals are also very popular in make-up, fashions and now graphic design. Electric Yellows: Using dark blue or green to make a yellow tone stand out is seen all the time in 2020. Classic Blue: Classic Blue, the Pantone “Color TEN WAYS THE IPHONE CHANGED OUR CULTURE For the launch of the iPhone Xs and iPhone Xr launches, we list ten things Apple changed forever. The iPhone was a real innovation. My litmus test for innovation is whether all of the products and a category become similar to the innovative entrant. For example, there weren’t many horses and buggies after the motor Read More »Ten Ways The iPhone Changed Our Culture WHAT'S BRAND MARKETING? THE DEFINITION AND STRATEGY. Brand marketing is the theory and tactics to make a strong brand. The theory of brand marketing: spending on marketing is an investment in building a brand’s value, and in-turn the company’s value. That investment-based strategy makes brand marketing different than other marketing strategies such as direct response marketing. 11 BRAND EXTENSION EXAMPLES FOR 2020: DYSON TO FENDER Good examples of brand extensions can put a company in a better strategic position. Bad brand extensions are just ugly. A brand extension (some times called a category extension) is when a brand is known for one type of product starts selling a different type of product.. Some example of brand extension are:. Apple: from personal computers into MP3 players. THE ‘WOW’ LOGO COLORS OF 2020! (FREE TO COPY) Olives and Earth Tones: Neutrals are also very popular in make-up, fashions and now graphic design. Electric Yellows: Using dark blue or green to make a yellow tone stand out is seen all the time in 2020. Classic Blue: Classic Blue, the Pantone “Color REBRANDING: WHAT IS IT, WHY DO IT, AND FAMOUS EXAMPLES Rebranding is the act of changing an organization’s name, logo, colors, or other structural parts of the brand identity to move away from undesirable feelings and brand associations, and allow for new perceptions to form. Colin Finkle, the author of this post, has walked many companies through the challenging process of rebranding. 17 EXAMPLES OF SUCCESSFUL SUB-BRANDS: PRIUS, ALEXA... Signia Hilton, Hilton Garden Inn, Hampton by Hilton. One of my pet peeves is the proliferation of sub-brands in the hospitality industry; every hotel seems to have its own silly sub-brand. This means that there are hundreds of brands, most of which are owned by a few companies: Hilton, Wyndham, and Marriot. WHAT IS A BRAND ASSOCIATION? A DEEP DIVE WITH EXAMPLES A brand association is a mental connection between a brand and a concept. Brand associations are thoughts that pop to mind when a person thinks about a brand, such as “soft” for Cottonelle or “athletics” for Nike. Brand associations are the connections in out minds between a brand and people, places, things, and emotions. VERTICAL BRANDING + HORIZONTAL BRANDING A vertical branding strategy pushes for objectively better products, while horizontal branding strategy is okay with being different. When I do brand strategy consulting, I often hear from the business owners and executives talk about the measures WHERE DO BUSINESS NAMES COME FROM? THE 7 TYPES. Burberry was named after Thomas Burberry, the business’ founder. Adidas was named after Adi Dassler, the company’s founder. Toyota is derived from the Toyoda family name. Tesla is named after Nikola Tesla, the historic electrical engineer. Starbucks was named after

‘Starbuck,’ a

47 FREE AND EFFECTIVE WAYS TO PROMOTE A LOCAL BUSINESS Thankfully, it is not hard or expensive to stand out on Google maps. You have to take these steps: Add or claim your business listing. Verify your identity as the manager of the business to Google, usually by receiving a postcard in the mail with a code, and entering that code on Google My Business. BEYOND MEAT: NO MORE MYSTERY FOR THE PLANT-MEAT BRAND Beyond Meat is a Los Angeles based food processor that makes plant-based alternatives to meat. They make the Beyond Burger, Beyond Beef, and Beyond Sausage products for retail and foodservice. Their growth has been explosive in the last few years. Beyond Meat has a market cap of $9.42 billion US (as of July 2019). THE POWER OF BRANDING: BRAND EFFECT AND WHY IT WORKS 11 EXAMPLES OF BRAND ESSENCE, FROM BMW TO MONSTERCAT It is a long term, repeatable emotion the brand can illicit in customers. Brand essence has to come from an authentic place; a company cannot ‘fake it’ with any consistency. BMW = Driving Pleasure. Walt Disney = Magical. Apple = Simple Elegance. Monstercat = Lose Yourself In Music. Quiksilver = Spirit of Outdoor Activity. 9 LINE EXTENSION EXAMPLES FOR 2020: FROM COKE TO HONDA The brand is essentially competing with its old products. There is less opportunity for incremental sales because sales of the new product might come at the expense of the existing products. Successful Examples of Line Extensions: Colgate with Hemp Seed Oil. Coca-Cola

Cinnamon.

TYPOGRAPHY IN BRAND GUIDES: HOW 17 BRANDS USE FONTS Alfa Romeo. Walmart. Medium. United Way. Dow Chemical Company. Baboon. UC Berkley. These are large brands with many contributors and partners to organize. No matter the scale of the organization you are working with, these examples will give you a better sense of how to best standardize your brand fonts. WHY & HOW TO WRITE A BRAND PROMISE (WITH 12 EXAMPLES) A brand promise statement is simply the customer expectation codified in a one or two line sentence. For new brands, the brand promise is the expectation they would like to create in future customer’s minds. For established brands, this is a statement of REBRANDING: WHAT IS IT, WHY DO IT, AND FAMOUS EXAMPLES Rebranding is the act of changing an organization’s name, logo, colors, or other structural parts of the brand identity to move away from undesirable feelings and brand associations, and allow for new perceptions to form. Colin Finkle, the author of this post, has walked many companies through the challenging process of rebranding. BRAND IS AN INTANGIBLE ASSET. AN IDEA WITH REAL VALUE. Intangible assets are not physical but have real value to the organization. An organization’s brand is an intangible asset, as well as the brands of any products they own. Other intangible assets include goodwill, accounts receivable, prepaid services, people, patents, trademarks, designs, and trade secrets. Tangible assets are

usually easier

"TABLE STAKES" IN BUSINESS: DEFINITION AND EXAMPLES The term table stakes in business refer to the minimum offering on any aspect of a product before it is considered for purchase by a customer. For example, a backup camera is now table stakes to compete in the pickup truck market. Where once it was a luxury, now people looking to buy a pickup truck will not consider one without a backup

camera.

THE ‘WOW’ LOGO COLORS OF 2020! (FREE TO COPY) Olives and Earth Tones: Neutrals are also very popular in make-up, fashions and now graphic design. Electric Yellows: Using dark blue or green to make a yellow tone stand out is seen all the time in 2020. Classic Blue: Classic Blue, the Pantone “Color TEN WAYS THE IPHONE CHANGED OUR CULTURE For the launch of the iPhone Xs and iPhone Xr launches, we list ten things Apple changed forever. The iPhone was a real innovation. My litmus test for innovation is whether all of the products and a category become similar to the innovative entrant. For example, there weren’t many horses and buggies after the motor Read More »Ten Ways The iPhone Changed Our Culture THE POWER OF BRANDING: BRAND EFFECT AND WHY IT WORKS 11 EXAMPLES OF BRAND ESSENCE, FROM BMW TO MONSTERCAT It is a long term, repeatable emotion the brand can illicit in customers. Brand essence has to come from an authentic place; a company cannot ‘fake it’ with any consistency. BMW = Driving Pleasure. Walt Disney = Magical. Apple = Simple Elegance. Monstercat = Lose Yourself In Music. Quiksilver = Spirit of Outdoor Activity. 9 LINE EXTENSION EXAMPLES FOR 2020: FROM COKE TO HONDA The brand is essentially competing with its old products. There is less opportunity for incremental sales because sales of the new product might come at the expense of the existing products. Successful Examples of Line Extensions: Colgate with Hemp Seed Oil. Coca-Cola

Cinnamon.

TYPOGRAPHY IN BRAND GUIDES: HOW 17 BRANDS USE FONTS Alfa Romeo. Walmart. Medium. United Way. Dow Chemical Company. Baboon. UC Berkley. These are large brands with many contributors and partners to organize. No matter the scale of the organization you are working with, these examples will give you a better sense of how to best standardize your brand fonts. WHY & HOW TO WRITE A BRAND PROMISE (WITH 12 EXAMPLES) A brand promise statement is simply the customer expectation codified in a one or two line sentence. For new brands, the brand promise is the expectation they would like to create in future customer’s minds. For established brands, this is a statement of REBRANDING: WHAT IS IT, WHY DO IT, AND FAMOUS EXAMPLES Rebranding is the act of changing an organization’s name, logo, colors, or other structural parts of the brand identity to move away from undesirable feelings and brand associations, and allow for new perceptions to form. Colin Finkle, the author of this post, has walked many companies through the challenging process of rebranding. BRAND IS AN INTANGIBLE ASSET. AN IDEA WITH REAL VALUE. Intangible assets are not physical but have real value to the organization. An organization’s brand is an intangible asset, as well as the brands of any products they own. Other intangible assets include goodwill, accounts receivable, prepaid services, people, patents, trademarks, designs, and trade secrets. Tangible assets are

usually easier

"TABLE STAKES" IN BUSINESS: DEFINITION AND EXAMPLES The term table stakes in business refer to the minimum offering on any aspect of a product before it is considered for purchase by a customer. For example, a backup camera is now table stakes to compete in the pickup truck market. Where once it was a luxury, now people looking to buy a pickup truck will not consider one without a backup

camera.

THE ‘WOW’ LOGO COLORS OF 2020! (FREE TO COPY) Olives and Earth Tones: Neutrals are also very popular in make-up, fashions and now graphic design. Electric Yellows: Using dark blue or green to make a yellow tone stand out is seen all the time in 2020. Classic Blue: Classic Blue, the Pantone “Color TEN WAYS THE IPHONE CHANGED OUR CULTURE For the launch of the iPhone Xs and iPhone Xr launches, we list ten things Apple changed forever. The iPhone was a real innovation. My litmus test for innovation is whether all of the products and a category become similar to the innovative entrant. For example, there weren’t many horses and buggies after the motor Read More »Ten Ways The iPhone Changed Our Culture WHAT'S BRAND MARKETING? THE DEFINITION AND STRATEGY. Brand marketing is the theory and tactics to make a strong brand. The theory of brand marketing: spending on marketing is an investment in building a brand’s value, and in-turn the company’s value. That investment-based strategy makes brand marketing different than other marketing strategies such as direct response marketing. 11 BRAND EXTENSION EXAMPLES FOR 2020: DYSON TO FENDER Good examples of brand extensions can put a company in a better strategic position. Bad brand extensions are just ugly. A brand extension (some times called a category extension) is when a brand is known for one type of product starts selling a different type of product.. Some example of brand extension are:. Apple: from personal computers into MP3 players. THE ‘WOW’ LOGO COLORS OF 2020! (FREE TO COPY) Olives and Earth Tones: Neutrals are also very popular in make-up, fashions and now graphic design. Electric Yellows: Using dark blue or green to make a yellow tone stand out is seen all the time in 2020. Classic Blue: Classic Blue, the Pantone “Color REBRANDING: WHAT IS IT, WHY DO IT, AND FAMOUS EXAMPLES Rebranding is the act of changing an organization’s name, logo, colors, or other structural parts of the brand identity to move away from undesirable feelings and brand associations, and allow for new perceptions to form. Colin Finkle, the author of this post, has walked many companies through the challenging process of rebranding. 17 EXAMPLES OF SUCCESSFUL SUB-BRANDS: PRIUS, ALEXA... Signia Hilton, Hilton Garden Inn, Hampton by Hilton. One of my pet peeves is the proliferation of sub-brands in the hospitality industry; every hotel seems to have its own silly sub-brand. This means that there are hundreds of brands, most of which are owned by a few companies: Hilton, Wyndham, and Marriot. WHAT IS A BRAND ASSOCIATION? A DEEP DIVE WITH EXAMPLES A brand association is a mental connection between a brand and a concept. Brand associations are thoughts that pop to mind when a person thinks about a brand, such as “soft” for Cottonelle or “athletics” for Nike. Brand associations are the connections in out minds between a brand and people, places, things, and emotions. VERTICAL BRANDING + HORIZONTAL BRANDING A vertical branding strategy pushes for objectively better products, while horizontal branding strategy is okay with being different. When I do brand strategy consulting, I often hear from the business owners and executives talk about the measures WHERE DO BUSINESS NAMES COME FROM? THE 7 TYPES. Burberry was named after Thomas Burberry, the business’ founder. Adidas was named after Adi Dassler, the company’s founder. Toyota is derived from the Toyoda family name. Tesla is named after Nikola Tesla, the historic electrical engineer. Starbucks was named after

‘Starbuck,’ a

47 FREE AND EFFECTIVE WAYS TO PROMOTE A LOCAL BUSINESS Thankfully, it is not hard or expensive to stand out on Google maps. You have to take these steps: Add or claim your business listing. Verify your identity as the manager of the business to Google, usually by receiving a postcard in the mail with a code, and entering that code on Google My Business. BEYOND MEAT: NO MORE MYSTERY FOR THE PLANT-MEAT BRAND Beyond Meat is a Los Angeles based food processor that makes plant-based alternatives to meat. They make the Beyond Burger, Beyond Beef, and Beyond Sausage products for retail and foodservice. Their growth has been explosive in the last few years. Beyond Meat has a market cap of $9.42 billion US (as of July 2019). 11 BRAND EXTENSION EXAMPLES FOR 2020: DYSON TO FENDER Good examples of brand extensions can put a company in a better strategic position. Bad brand extensions are just ugly. A brand extension (some times called a category extension) is when a brand is known for one type of product starts selling a different type of product.. Some example of brand extension are:. Apple: from personal computers into MP3 players. 11 EXAMPLES OF BRAND ESSENCE, FROM BMW TO MONSTERCAT It is a long term, repeatable emotion the brand can illicit in customers. Brand essence has to come from an authentic place; a company cannot ‘fake it’ with any consistency. BMW = Driving Pleasure. Walt Disney = Magical. Apple = Simple Elegance. Monstercat = Lose Yourself In Music. Quiksilver = Spirit of Outdoor Activity. 9 LINE EXTENSION EXAMPLES FOR 2020: FROM COKE TO HONDA The brand is essentially competing with its old products. There is less opportunity for incremental sales because sales of the new product might come at the expense of the existing products. Successful Examples of Line Extensions: Colgate with Hemp Seed Oil. Coca-Cola

Cinnamon.

THE POWER OF BRANDING: BRAND EFFECT AND WHY IT WORKS WHY & HOW TO WRITE A BRAND PROMISE (WITH 12 EXAMPLES) A brand promise statement is simply the customer expectation codified in a one or two line sentence. For new brands, the brand promise is the expectation they would like to create in future customer’s minds. For established brands, this is a statement of TYPOGRAPHY IN BRAND GUIDES: HOW 17 BRANDS USE FONTS Alfa Romeo. Walmart. Medium. United Way. Dow Chemical Company. Baboon. UC Berkley. These are large brands with many contributors and partners to organize. No matter the scale of the organization you are working with, these examples will give you a better sense of how to best standardize your brand fonts. REBRANDING: WHAT IS IT, WHY DO IT, AND FAMOUS EXAMPLES Rebranding is the act of changing an organization’s name, logo, colors, or other structural parts of the brand identity to move away from undesirable feelings and brand associations, and allow for new perceptions to form. Colin Finkle, the author of this post, has walked many companies through the challenging process of rebranding. "TABLE STAKES" IN BUSINESS: DEFINITION AND EXAMPLES The term table stakes in business refer to the minimum offering on any aspect of a product before it is considered for purchase by a customer. For example, a backup camera is now table stakes to compete in the pickup truck market. Where once it was a luxury, now people looking to buy a pickup truck will not consider one without a backup

camera.

THE ‘WOW’ LOGO COLORS OF 2020! (FREE TO COPY) Olives and Earth Tones: Neutrals are also very popular in make-up, fashions and now graphic design. Electric Yellows: Using dark blue or green to make a yellow tone stand out is seen all the time in 2020. Classic Blue: Classic Blue, the Pantone “Color TEN WAYS THE IPHONE CHANGED OUR CULTURE For the launch of the iPhone Xs and iPhone Xr launches, we list ten things Apple changed forever. The iPhone was a real innovation. My litmus test for innovation is whether all of the products and a category become similar to the innovative entrant. For example, there weren’t many horses and buggies after the motor Read More »Ten Ways The iPhone Changed Our Culture 11 BRAND EXTENSION EXAMPLES FOR 2020: DYSON TO FENDER Good examples of brand extensions can put a company in a better strategic position. Bad brand extensions are just ugly. A brand extension (some times called a category extension) is when a brand is known for one type of product starts selling a different type of product.. Some example of brand extension are:. Apple: from personal computers into MP3 players. 11 EXAMPLES OF BRAND ESSENCE, FROM BMW TO MONSTERCAT It is a long term, repeatable emotion the brand can illicit in customers. Brand essence has to come from an authentic place; a company cannot ‘fake it’ with any consistency. BMW = Driving Pleasure. Walt Disney = Magical. Apple = Simple Elegance. Monstercat = Lose Yourself In Music. Quiksilver = Spirit of Outdoor Activity. 9 LINE EXTENSION EXAMPLES FOR 2020: FROM COKE TO HONDA The brand is essentially competing with its old products. There is less opportunity for incremental sales because sales of the new product might come at the expense of the existing products. Successful Examples of Line Extensions: Colgate with Hemp Seed Oil. Coca-Cola

Cinnamon.

THE POWER OF BRANDING: BRAND EFFECT AND WHY IT WORKS WHY & HOW TO WRITE A BRAND PROMISE (WITH 12 EXAMPLES) A brand promise statement is simply the customer expectation codified in a one or two line sentence. For new brands, the brand promise is the expectation they would like to create in future customer’s minds. For established brands, this is a statement of TYPOGRAPHY IN BRAND GUIDES: HOW 17 BRANDS USE FONTS Alfa Romeo. Walmart. Medium. United Way. Dow Chemical Company. Baboon. UC Berkley. These are large brands with many contributors and partners to organize. No matter the scale of the organization you are working with, these examples will give you a better sense of how to best standardize your brand fonts. REBRANDING: WHAT IS IT, WHY DO IT, AND FAMOUS EXAMPLES Rebranding is the act of changing an organization’s name, logo, colors, or other structural parts of the brand identity to move away from undesirable feelings and brand associations, and allow for new perceptions to form. Colin Finkle, the author of this post, has walked many companies through the challenging process of rebranding. "TABLE STAKES" IN BUSINESS: DEFINITION AND EXAMPLES The term table stakes in business refer to the minimum offering on any aspect of a product before it is considered for purchase by a customer. For example, a backup camera is now table stakes to compete in the pickup truck market. Where once it was a luxury, now people looking to buy a pickup truck will not consider one without a backup

camera.

THE ‘WOW’ LOGO COLORS OF 2020! (FREE TO COPY) Olives and Earth Tones: Neutrals are also very popular in make-up, fashions and now graphic design. Electric Yellows: Using dark blue or green to make a yellow tone stand out is seen all the time in 2020. Classic Blue: Classic Blue, the Pantone “Color TEN WAYS THE IPHONE CHANGED OUR CULTURE For the launch of the iPhone Xs and iPhone Xr launches, we list ten things Apple changed forever. The iPhone was a real innovation. My litmus test for innovation is whether all of the products and a category become similar to the innovative entrant. For example, there weren’t many horses and buggies after the motor Read More »Ten Ways The iPhone Changed Our Culture BMB | BRAND MARKETING BLOG BMB helps entrepreneurs, marketers, and designers reach their full potential as brand builders. We provide the examples, concepts and teaching that enables readers to BRAND CONSISTENCY: WHY IT'S CRUCIAL TO KEEP CONSISTENT Why It’s Crucial to Keep Your Brand Consistent. Consider your logo design. At a minimum, the logo lives on your business cards, brand collateral, and website. That means your logo needs to be scalable and legible across all three of these touchpoints. This includes having the correct size, file compression, and color format. REBRANDING: WHAT IS IT, WHY DO IT, AND FAMOUS EXAMPLES Rebranding is the act of changing an organization’s name, logo, colors, or other structural parts of the brand identity to move away from undesirable feelings and brand associations, and allow for new perceptions to form. Colin Finkle, the author of this post, has walked many companies through the challenging process of rebranding. BRAND IS AN INTANGIBLE ASSET. AN IDEA WITH REAL VALUE. Intangible assets are not physical but have real value to the organization. An organization’s brand is an intangible asset, as well as the brands of any products they own. Other intangible assets include goodwill, accounts receivable, prepaid services, people, patents, trademarks, designs, and trade secrets. Tangible assets are

usually easier

11 EXAMPLES OF BRAND PERSONALITY: WENDY'S, NIKE, ETRO Wendy’s is an example that is often used to highlight social media marketing — and for a good reason. Their social media team does a great job keeping the brand in the public conversation. Wendy’s has a distinctive, snarky personality that’s attractive to younger people. It often adds grumpy and tongue-in-cheek responses to the

posts of

THE ‘WOW’ LOGO COLORS OF 2020! (FREE TO COPY) Olives and Earth Tones: Neutrals are also very popular in make-up, fashions and now graphic design. Electric Yellows: Using dark blue or green to make a yellow tone stand out is seen all the time in 2020. Classic Blue: Classic Blue, the Pantone “Color WHAT IS A BRAND ASSOCIATION? A DEEP DIVE WITH EXAMPLES A brand association is a mental connection between a brand and a concept. Brand associations are thoughts that pop to mind when a person thinks about a brand, such as “soft” for Cottonelle or “athletics” for Nike. Brand associations are the connections in out minds between a brand and people, places, things, and emotions. TEN WAYS THE IPHONE CHANGED OUR CULTURE For the launch of the iPhone Xs and iPhone Xr launches, we list ten things Apple changed forever. The iPhone was a real innovation. My litmus test for innovation is whether all of the products and a category become similar to the innovative entrant. For example, there weren’t many horses and buggies after the motor Read More »Ten Ways The iPhone Changed Our Culture 13 LOGO DESIGN TRENDS IN 2020 No All Caps Wordmarks. No yelling! Brands are opting for lowercase or title case. All-caps was the standard in the logo design a decade ago, but the trend has completely turned, and now the lowercase is the preferred case for logos. ATHLETA: HISTORY AND BRAND PROFILE Athleta is a brand of women’s activewear. They make clothing that women are comfortable to be active in through both the fit and style of the garments as well as their empowering message: “The Power of She.”. Athleta was founded in 1998 in Petaluma, CA. The brand was

purchased by

11 BRAND EXTENSION EXAMPLES FOR 2020: DYSON TO FENDER Good examples of brand extensions can put a company in a better strategic position. Bad brand extensions are just ugly. A brand extension (some times called a category extension) is when a brand is known for one type of product starts selling a different type of product.. Some example of brand extension are:. Apple: from personal computers into MP3 players. 11 EXAMPLES OF BRAND ESSENCE, FROM BMW TO MONSTERCAT It is a long term, repeatable emotion the brand can illicit in customers. Brand essence has to come from an authentic place; a company cannot ‘fake it’ with any consistency. BMW = Driving Pleasure. Walt Disney = Magical. Apple = Simple Elegance. Monstercat = Lose Yourself In Music. Quiksilver = Spirit of Outdoor Activity. 9 LINE EXTENSION EXAMPLES FOR 2020: FROM COKE TO HONDA The brand is essentially competing with its old products. There is less opportunity for incremental sales because sales of the new product might come at the expense of the existing products. Successful Examples of Line Extensions: Colgate with Hemp Seed Oil. Coca-Cola

Cinnamon.

THE POWER OF BRANDING: BRAND EFFECT AND WHY IT WORKS WHY & HOW TO WRITE A BRAND PROMISE (WITH 12 EXAMPLES) A brand promise statement is simply the customer expectation codified in a one or two line sentence. For new brands, the brand promise is the expectation they would like to create in future customer’s minds. For established brands, this is a statement of TYPOGRAPHY IN BRAND GUIDES: HOW 17 BRANDS USE FONTS Alfa Romeo. Walmart. Medium. United Way. Dow Chemical Company. Baboon. UC Berkley. These are large brands with many contributors and partners to organize. No matter the scale of the organization you are working with, these examples will give you a better sense of how to best standardize your brand fonts. REBRANDING: WHAT IS IT, WHY DO IT, AND FAMOUS EXAMPLES Rebranding is the act of changing an organization’s name, logo, colors, or other structural parts of the brand identity to move away from undesirable feelings and brand associations, and allow for new perceptions to form. Colin Finkle, the author of this post, has walked many companies through the challenging process of rebranding. "TABLE STAKES" IN BUSINESS: DEFINITION AND EXAMPLES The term table stakes in business refer to the minimum offering on any aspect of a product before it is considered for purchase by a customer. For example, a backup camera is now table stakes to compete in the pickup truck market. Where once it was a luxury, now people looking to buy a pickup truck will not consider one without a backup

camera.

THE ‘WOW’ LOGO COLORS OF 2020! (FREE TO COPY) Olives and Earth Tones: Neutrals are also very popular in make-up, fashions and now graphic design. Electric Yellows: Using dark blue or green to make a yellow tone stand out is seen all the time in 2020. Classic Blue: Classic Blue, the Pantone “Color TEN WAYS THE IPHONE CHANGED OUR CULTURE For the launch of the iPhone Xs and iPhone Xr launches, we list ten things Apple changed forever. The iPhone was a real innovation. My litmus test for innovation is whether all of the products and a category become similar to the innovative entrant. For example, there weren’t many horses and buggies after the motor Read More »Ten Ways The iPhone Changed Our Culture 11 BRAND EXTENSION EXAMPLES FOR 2020: DYSON TO FENDER Good examples of brand extensions can put a company in a better strategic position. Bad brand extensions are just ugly. A brand extension (some times called a category extension) is when a brand is known for one type of product starts selling a different type of product.. Some example of brand extension are:. Apple: from personal computers into MP3 players. 11 EXAMPLES OF BRAND ESSENCE, FROM BMW TO MONSTERCAT It is a long term, repeatable emotion the brand can illicit in customers. Brand essence has to come from an authentic place; a company cannot ‘fake it’ with any consistency. BMW = Driving Pleasure. Walt Disney = Magical. Apple = Simple Elegance. Monstercat = Lose Yourself In Music. Quiksilver = Spirit of Outdoor Activity. 9 LINE EXTENSION EXAMPLES FOR 2020: FROM COKE TO HONDA The brand is essentially competing with its old products. There is less opportunity for incremental sales because sales of the new product might come at the expense of the existing products. Successful Examples of Line Extensions: Colgate with Hemp Seed Oil. Coca-Cola

Cinnamon.

THE POWER OF BRANDING: BRAND EFFECT AND WHY IT WORKS WHY & HOW TO WRITE A BRAND PROMISE (WITH 12 EXAMPLES) A brand promise statement is simply the customer expectation codified in a one or two line sentence. For new brands, the brand promise is the expectation they would like to create in future customer’s minds. For established brands, this is a statement of TYPOGRAPHY IN BRAND GUIDES: HOW 17 BRANDS USE FONTS Alfa Romeo. Walmart. Medium. United Way. Dow Chemical Company. Baboon. UC Berkley. These are large brands with many contributors and partners to organize. No matter the scale of the organization you are working with, these examples will give you a better sense of how to best standardize your brand fonts. REBRANDING: WHAT IS IT, WHY DO IT, AND FAMOUS EXAMPLES Rebranding is the act of changing an organization’s name, logo, colors, or other structural parts of the brand identity to move away from undesirable feelings and brand associations, and allow for new perceptions to form. Colin Finkle, the author of this post, has walked many companies through the challenging process of rebranding. "TABLE STAKES" IN BUSINESS: DEFINITION AND EXAMPLES The term table stakes in business refer to the minimum offering on any aspect of a product before it is considered for purchase by a customer. For example, a backup camera is now table stakes to compete in the pickup truck market. Where once it was a luxury, now people looking to buy a pickup truck will not consider one without a backup

camera.

THE ‘WOW’ LOGO COLORS OF 2020! (FREE TO COPY) Olives and Earth Tones: Neutrals are also very popular in make-up, fashions and now graphic design. Electric Yellows: Using dark blue or green to make a yellow tone stand out is seen all the time in 2020. Classic Blue: Classic Blue, the Pantone “Color TEN WAYS THE IPHONE CHANGED OUR CULTURE For the launch of the iPhone Xs and iPhone Xr launches, we list ten things Apple changed forever. The iPhone was a real innovation. My litmus test for innovation is whether all of the products and a category become similar to the innovative entrant. For example, there weren’t many horses and buggies after the motor Read More »Ten Ways The iPhone Changed Our Culture BMB | BRAND MARKETING BLOG BMB helps entrepreneurs, marketers, and designers reach their full potential as brand builders. We provide the examples, concepts and teaching that enables readers to BRAND CONSISTENCY: WHY IT'S CRUCIAL TO KEEP CONSISTENT Why It’s Crucial to Keep Your Brand Consistent. Consider your logo design. At a minimum, the logo lives on your business cards, brand collateral, and website. That means your logo needs to be scalable and legible across all three of these touchpoints. This includes having the correct size, file compression, and color format. REBRANDING: WHAT IS IT, WHY DO IT, AND FAMOUS EXAMPLES Rebranding is the act of changing an organization’s name, logo, colors, or other structural parts of the brand identity to move away from undesirable feelings and brand associations, and allow for new perceptions to form. Colin Finkle, the author of this post, has walked many companies through the challenging process of rebranding. BRAND IS AN INTANGIBLE ASSET. AN IDEA WITH REAL VALUE. Intangible assets are not physical but have real value to the organization. An organization’s brand is an intangible asset, as well as the brands of any products they own. Other intangible assets include goodwill, accounts receivable, prepaid services, people, patents, trademarks, designs, and trade secrets. Tangible assets are

usually easier

11 EXAMPLES OF BRAND PERSONALITY: WENDY'S, NIKE, ETRO Wendy’s is an example that is often used to highlight social media marketing — and for a good reason. Their social media team does a great job keeping the brand in the public conversation. Wendy’s has a distinctive, snarky personality that’s attractive to younger people. It often adds grumpy and tongue-in-cheek responses to the

posts of

THE ‘WOW’ LOGO COLORS OF 2020! (FREE TO COPY) Olives and Earth Tones: Neutrals are also very popular in make-up, fashions and now graphic design. Electric Yellows: Using dark blue or green to make a yellow tone stand out is seen all the time in 2020. Classic Blue: Classic Blue, the Pantone “Color WHAT IS A BRAND ASSOCIATION? A DEEP DIVE WITH EXAMPLES A brand association is a mental connection between a brand and a concept. Brand associations are thoughts that pop to mind when a person thinks about a brand, such as “soft” for Cottonelle or “athletics” for Nike. Brand associations are the connections in out minds between a brand and people, places, things, and emotions. TEN WAYS THE IPHONE CHANGED OUR CULTURE For the launch of the iPhone Xs and iPhone Xr launches, we list ten things Apple changed forever. The iPhone was a real innovation. My litmus test for innovation is whether all of the products and a category become similar to the innovative entrant. For example, there weren’t many horses and buggies after the motor Read More »Ten Ways The iPhone Changed Our Culture 13 LOGO DESIGN TRENDS IN 2020 No All Caps Wordmarks. No yelling! Brands are opting for lowercase or title case. All-caps was the standard in the logo design a decade ago, but the trend has completely turned, and now the lowercase is the preferred case for logos. ATHLETA: HISTORY AND BRAND PROFILE Athleta is a brand of women’s activewear. They make clothing that women are comfortable to be active in through both the fit and style of the garments as well as their empowering message: “The Power of She.”. Athleta was founded in 1998 in Petaluma, CA. The brand was

purchased by

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CREATIVE USE OF FONTS See how large brands spec and use their fonts.

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BRAND MARKETING BLOG The Knowledge You Need To Grow Your Brand BMB helps entrepreneurs, marketers, and designers reach their full potential as brand builders. We provide the examples, concepts and teaching that enables readers to build extrordinary brands.

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BRAND ARCHITECTURE

Branding Definitions Brand Architecture is how businesses organize their offerings into brands for the customers. This article dives into examples from Coca-Cola and Honda.

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JOSHUA DOTY INTERVIEW

Interviews

Joshua Doty and Colin Finkle discuss how brand consistency is essential if an organization wants to connect with people. Inconsistent brands fail to build value and make an impression on their customers, and a brand that is all over the place reflects

poorly on the...

BRANDED DESIGN FEATURES

Design

Details added in by product designers that define the brand. Have you ever seen a product from afar and just knew: “Oh yeah, that is a Brand-X product.” Yet, there are some brands whose products look like they could be from entirely different companies. As an... LINE EXTENSION EXAMPLES

Good Branding

Many brands find themselves at a point where they have achieved some success with their line of products, and they are feeling pressure from investors and business partners to keep growing. The solution seems to be launching more products similar to their successful... WHAT IS BRAND EQUITY? Branding Definitions Brand Equity: the portion a company’s value attributable to its brand(s). I have always been interested in why some brands are loved so much that they have a cult following, like Apple, and why people are willing to trade a small fortune to be part of a... WHAT IS BRAND VOICE? Branding Definitions Understanding Brand Voice and the 4 steps you need to take to communicate with a consistent personality. Editor’s note: There is an over-abundance of marketing copy out there with a disturbing lack of personality and absolutely no brand voice. We are fortunate...

BRAND CONSISTENCY

Branding How To

Brand consistency is maintaining a uniform presentation. Your brand will be more valuable consistent, and how inconsistency hurts your brand. Nike, Apple and Coca-Cola maintain consistency.

BRAND PRIMING

Branding Definitions The power of brands can seem mysterious; why does the mention Nike have so much more influence than a lesser-known brand? How do we manage our brands to have that power? I wonder that all the time, and you may too. One of the reasons branding works is because of brand... MAKING A BRAND MEMORABLE & RECOGNIZABLE

Branding How To

There are some brand names you recognize the minute you hear them. Creating a well-known brand isn’t only for large corporations. You can probably think of at least one lawyer in your area right now because they’ve branded themselves in an interesting way, e.g.,

Joe...

IS A BRAND AN INTANGIBLE ASSET?

Good Branding

Brands are not physical items, but they have real value for businesses. Thinking of a brand as an asset is a powerful idea. Have you struggled to convince people in your organization to invest in branding? Or have you wondered how to conceive of a brand? One way

to...

HOT WHEELS ID SUB-BRAND, AND MATTEL’S BIG PROBLEM

Good Branding

Hot Wheels id is an exceptional example of a sub-brand. It solves Mattel’s big problem: kids and pre-teens are choosing video games

over physical play.

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