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Three examples of effective brand purpose in advertising
Read more: Three examples of effective brand purpose in advertisingBrand purpose may seem like an advertising fad, the territory of big businesses with deep pockets. However, consumers are increasingly looking to companies to solve societal issues. Brand purpose can help you to create an agile brand that will stand the test of time. Designer Wally Olins once said, “The intangible value of the brand…
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Famous UK Brands That No Longer Exist
Read more: Famous UK Brands That No Longer ExistHere are eight UK brands that were once part of the establishment, but are now brands that disappeared. Some were due to external factors such as consumer demand, while others succumbed to internal issues. How many of them do you remember? 1. C&A C&A was founded as a trading company in 1841 by brothers Clemens…
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Is a Logo Still Important? The Importance of Brand Identity
Read more: Is a Logo Still Important? The Importance of Brand IdentityThink of a brand, any brand. who did you choose? Whichever brand it was, we can guarantee that their logo popped into your head. So a logo is the most important part of a brand? Well, not quite… As designer Milton Glaser puts it, “Logo is the gateway to the brand.” The logo is how…
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Four successful Norfolk heritage brands
Read more: Four successful Norfolk heritage brandsThe second part of our heritage brands series focuses on Norfolk businesses that have tapped into their successful history to establish customer loyalty and to generate sales. These firms have often remained in the same family. They have had to adapt over time, while retaining the key values that have sustained them over many generations.…
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What Does Brand Culture Mean For Your Business?
Read more: What Does Brand Culture Mean For Your Business?Well-crafted, meaningful brand values are all very well, but if they are simply words painted on a wall, how much are they really worth? To add meaning to your company, values need to be embedded in everything you do. Brand culture is the approach that will evolve your brand values from rhetoric to reality. Brand…
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How to Create Effective Taglines and Straplines
Read more: How to Create Effective Taglines and StraplinesThis piece is written for the benefit of small to medium size organisations who, for whatever reason, wish to create an effective tagline or strapline for their own brand and proposition without the aid of professional consultation. In this, we reveal some of the theory behind the use of brand taglines and straplines, and the…
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What is Brand Stretch and Brand Extension?
Read more: What is Brand Stretch and Brand Extension?The most successful brands never stand still. Innovation is today’s currency and all brands have to find ways to maintain the purity of their unique essence, whilst also expanding the basket of products that they have to sell. Two key ways that they can achieve this are through brand stretch and brand extension. This piece…
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What Are Challenger Brands Doing In 2021?
Read more: What Are Challenger Brands Doing In 2021?This article was originally posted in 2020 but has been updated in July 2021 The first decade of the 21st century has seen the continued rise of the challenger brand as it accelerates and morphs from its early establishment in the 1990s. This is not least because, although challenger brands come in all shapes and…
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House of Brands or a Branded House?
Read more: House of Brands or a Branded House?If the terms ‘House of Brands’ and ‘Branded House’ are not familiar to you, this piece is designed to help you to understand how these two branding concepts may be of value to your business as it develops, meets challenges and takes advantage of opportunities. The outward facing and corporate difference between the two is…
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How To Create A Strategic Brand Name
Read more: How To Create A Strategic Brand NameBusinesses, large and small, have been adversely impacted by the global health crisis. We can expect to see new businesses emerging with a renewed vigour and vim. One small decision which could have a big impact on future success is what to call the new entity. A brand name should be capable of delivering the…