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By Peter L. Getman, Principal Brand Director
It’s common knowledge that when a brand extension strategy is not sound, it can drastically weaken your brand’s equity when it’s overexploited. “New Coke” and the new Red Bull Cola come to mind as “Classic” cases. Pun intended.
By Peter Getman
A brand. What is it?
Let’s start by defining what a brand is.
Simply put, a brand is “the idea” inside your target market’s mind about your product, company or service.
To effectively achieve this you must refine, define and focus the concept down to a simple unique value proposition that differentiates your product. More importantly, you…
By Peter Getman
A valuable brand position strategy is to craft your value proposition in a way that it essentially repositions your competition. Our team has repositioned the competition with this brand strategy a number of times over the years with great results. For example:
By Peter Getman
Brand Characters are proven successful in becoming the voice of the brand. The Jolly Green Giant, Aflac Duck, Geico Gecko, Michelin Man and Tony the Tiger are several successful examples. Leading with a brand character as the primary medium to deliver the brand’s message pillars requires the character’s personality and the manifestation of this personality to be…
What’s the difference?
Are you ready to think?
Many people do not seem to know the difference between brand strategy, brand assets and campaign strategy. Understanding this difference matters to the ultimate value of your brand’s equity over time.
I was recently asked, what are some common denominators across my 21-year career at MicroArts Creative Agency. Whoa. Poor guy, I made his ears bleed for the rest of our dinner with fodder that I believe to be my energy and foundation for the next big idea, always assuming there will be one:)
Here is one common denominator that makes…
Can your brand’s consumer packaging design be at the crux
of your brand’s go-to-market strategy?
It’s possible. And I believe it’s timely example. Think about this.
What do your customers do with your retail package, the container itself, after they’ve consumed your brand? Recycle it hopefully, assuming it is recyclable. But wonder if your package container had a post consumer…