Respecting Brand Emotions

We’ve discussed how we can harness psychology to connect with our audiences but another key component to reaching our consumers is respecting their brand emotions. Avoiding Alienating Your Brand Communities We’re all familiar with the idea of the emotions we feel towards our favorite, and least favorites brands. I love Nike running shoes and Le …

Cultural Branding in Miami

Placing Your Brand in the Bedrock of Miami Culture When and how do brands become more than just a logo? In a city like Miami, cultural branding is the key to tapping into consistent well of brand affinity and loyalty. What is Cultural Branding? The best brands evolve from mere logos and slogans into cultural …

Understanding Consumer Behavior

Utilizing a Scientific Approach to Knowing Our Audience Marketing can often be conceptualized as applied Economics or applied Psychology, or some combination of both. As marketers, the goal is to connect our products to our target audiences. Reaching back to Economics, the birthplace of the Marketing discipline, and other scientific disciplines, is about understanding Consumer …

Brand Strategy Plan

Building Matecumbe Machinery a New Brand Matecumbe Machinery was founded in 2016 by Nathan Gasser in Islamorada, Florida. A second-generation landscaper, Nathan started Matecumbe out of his home and began servicing the Upper and Middle Florida Keys, quickly developing a reputation for his professionalism and eye for machine work. This reputation, paired with his family …

Brand Revitalization: The Premier League

What the Premier League’s 2016 Rebrand Can Teach the Sports World England’s Premier League, the top division of its soccer pyramid, boasts one of the sports world’s most iconic brands. Beyond its logo, the Premier League employs a distinct range of design elements that are instantly recognizable to any soccer fan around the world tuning …

When Brand Architecture Goes Wrong

Looking at Mercedes-Benz’s Recent Vehicle Lineups Mercedes-Benz is one of the world’s most iconic auto manufacturers. Its tri-star logo is instantly recognizable on the front of every vehicle to roll off the line since 1926. With this kind of brand equity, it’s no surprise that Mercedes-Benz is one of the most important luxury brands in …

Brand Audits: Like Taking Your Brand to a Checkup

The First Step to Maintaining or Fixing a Brand  You’ve worked hard to develop your brand, making sure that it communicates the right message that resonates with your consumers. But, how can you go about making sure your brand stays properly calibrated or even find new ways to optimize it? Just like people, brands need …

Using the Brand Resonance Model to Troubleshoot Your Brand

From Brand Management to Brand Maintenance  The first rule of branding is that you don’t actually own your brand, your consumers do. We covered this recently and established that brand development and management must be predicated on the perspectives of your target audience. You can’t effectively manage a brand if you don’t understand what your …

You Don’t Own Your Brand, Your Consumers Do

Knowing the Difference Between Identity and Image In the past, we’ve taken a look at why marketers should adopt consumer-first marketing strategies, focusing on the idea that our marketing strategies and tactics are at the mercy of consumer interpretation. At its core, brand development and management follow this same idea, echoing back to that timeless …