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Are you minding the gap? Your brand gap? 
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In the news. Brand Voice Brand voice is one more way your brand is distinctive. While designers and art directors are thinking about how your brand looks, copywriters are thinking about how it sounds. How does your brand express itself? Is it hip and sassy? Or more erudite? Formal or casual? Folksy or uptown? Voice helps reveal [...] Publ.Date : Thu, 14 Dec 2006 16:02:27 +0000 Those Darned Emotions People often weigh buying decisions on how they anticipate they will feel about the purchase after they’ve done it. A recent study by researchers at University College London found that people almost always misinterpret how they are going to feel and consequently go on to make poor decisions. The job of brand is to see to it [...] Publ.Date : Fri, 17 Aug 2007 19:16:34 +0000 The 65/35 Rule and Hoping-for-the-Best A small chain of specialty restaurants has discovered that most of its new customers (65 percent of them) come from word of mouth. The rest are a result of the owner’s advertising campaign. Question: To get more business, should the owner invest more in advertising to reach customers who have not yet heard of him or [...] Publ.Date : Thu, 07 Jun 2007 19:43:35 +0000 Elevator Speeches and InstaBranding We are all familiar with the “elevator speech,” those carefully crafted sentences that organically relay important messages about our business. Sometimes we work so hard to craft them, we forget about the main message. Ourselves. Our audience is going to pay much more attention to our personal brand than the elevator speech, no matter how [...] Publ.Date : Thu, 24 May 2007 21:18:36 +0000 A Great Book in 162 Slides Here is another act of brilliance from Marty Neumeir. This slide show is visually outlines his classic book, Minding the Brand Gap. Click through the slides and learn the three big questions about focus every brand should answer along with the five disciplines of brand building. Posted by Harry Chittenden [...] Publ.Date : Wed, 30 May 2007 19:40:47 +0000 Add RSS Feeds To My Web Pages |
