Establishing a brand image is a difficult challenge. The first step for any aspiring business is to determine what their values are and how they will portray them. With all of the discussion about climate change, many brands are looking to decrease their environmental impact and appeal to eco-minded consumers. But there are also brands … [Read More…] Establishing an Eco-friendly Brand in Every Aspect of a New Business →

What is a Brand? Much more than a collection of marketing choices, brands comprise, brand names, brand marks, trademarks, and trade names. The power of branding rests in the perceptions, emotions and attitudes that consumers form towards a brand. Consumers’ feelings toward a brand and their experiences with the brands, in addition to a brand’s … [Read More…] 8 Strategies for Maximizing Brand Equity →

Getting your brand to stick, like a song in someone’s head, is especially difficult in the evolving world of marketing. According to Base Creative brand strategist Rod Parkes,   “The brand owner can no longer dictate the meaning of the brand – the customer defines this, and today’s customers cannot be so easily told what … [Read More…] Brand Activation: 7 Steps to A Winning Campaign →

I recently read an article from Fast Company that features Netflix’s former Chief Talent Officer Patty McCord. Patty said something that really struck a chord with me:   “Companies don’t exist to make you happy. You know that, right? The business doesn’t exist to serve you. The business exists to serve your customers.”   Yes … [Read More…] How To Build An Exceptional Employer Brand →