Category Archives: Branding

Innovation vs. rebranding: How to choose the best change for your business

While they both indicate change, innovation and rebranding are remarkably dissimilar. Here’s how to decide on a path for your brand. Allen Martinez on November 18, 2022 Change in a business is inevitable. A lack of it indicates stagnation and decline. Only dead things don’t change. However, while a living organization must evolve, not all … Continue reading Innovation vs. rebranding: How to choose the best change for your business →

Brands can make Hollywood-level entertainment. This guy proved it

Branding

By Jeff Beer July 16, 2022 It all seemingly happened in a flash for Observatory CEO Jae Goodman. First, on June 9, Apple TV+ announced a multiyear deal with Nike’s Waffle Iron Entertainment (WIE) to develop and produce sports films. Then on June 16, wine brand 19 Crimes released a limited-edition Martha Stewart action figure … Continue reading Brands can make Hollywood-level entertainment. This guy proved it →

Forget capturing mindshare. It’s time for brands to start giving customers space

Branding

By Bryan Goodpaster June 28, 2022 Did you find it hard to choose what to wear today? Or what to eat for breakfast? If so, you’re not alone. According to the American Psychology Association, 32% of adults are so stressed they struggle to make everyday decisions. Much has changed over the past two … Continue reading Forget capturing mindshare. It’s time for brands to start giving customers space →

Brands, take note: Your customers aren’t afraid to dump you if they lose your trust

Branding

By Shalene Gupta May 10, 2022 Trust has always been an essential part of any business transaction—just ask the Quakers, who built business empires on the basis of fair business practices—but according to a new report from Salesforce, trust is becoming more important than ever before. Salesforce surveyed 13,020 consumers and 3,916 business … Continue reading Brands, take note: Your customers aren’t afraid to dump you if they lose your trust →

How the Phoenix Suns built a championship brand—off the court

Branding

By Jeff Beer April 16, 2022 There was 0.9 seconds left in Game 2 of the 2021 Western Conference Finals last June, and the Los Angeles Clippers were up on the Phoenix Suns 103-102. The Suns had a baseline inbound—and a sliver of a slim chance to steal the win. Suns forward Jae Crowder … Continue reading How the Phoenix Suns built a championship brand—off the court →

Irrelevant marketing has consumers turning off brands

Branding

The top offender is content selling them a product they just purchased. Constantine von Hoffman on April 26, 2022 Getting personalization wrong drives away customers, according to a new report. Nearly half of all U.S. consumers said they were targeted with irrelevant marketing in the past six months, according to the report, The Emotional Shipping … Continue reading Irrelevant marketing has consumers turning off brands →

Bagging Traffic: Brands Rely Mostly On Earned Sources Like Email, But Use More Paid

Branding

Bagging Traffic: Brands Rely Mostly On Earned Sources Like Email, But Use More Paid by Ray Schultz , Columnist, March 31, 2022 Earned or unpaid sources — including email — drove 75% of web traffic in 2021. That is down from 80% in 2020, according to the 2022 Digital Experience Benchmark Report, a study by Contentsquare. Some industries rely … Continue reading Bagging Traffic: Brands Rely Mostly On Earned Sources Like Email, But Use More Paid →

Gifs, Memes and Emojis: Are They Right for Your Brand?

Branding

Sahail Ashraf November 12, 2021 The Gif, meme and emoji thing has been around for a while now, and brands embrace it. But should you? And how should you manage the whole thing? Social media marketing is something that rarely stands still, and recently we have all had to deal with significant changes in how … Continue reading Gifs, Memes and Emojis: Are They Right for Your Brand? →

5 Ways to Treat Your Business With Branded Links

Branding

Desiree Johnson October 30, 2021 Branding is everywhere. From billboards to slogans, logos, and digital advertising, there is no shortage of marketing tools a business can use when deciding to cultivate their customer experience. Branding ultimately boils down to how your customers perceive you and this can change based on the series of experiences your … Continue reading 5 Ways to Treat Your Business With Branded Links →

Brands Talk — What Does Yours Say Without Saying It?

Branding

Brands Talk — What Does Yours Say Without Saying It? by Laurie Sullivan , Staff Writer @lauriesullivan, November 25, 2020 Brand messages play a powerful role. What message does your brand send consumers as the world enters the top five shopping days of the year? Nearly half of consumers, at 47%, cite a brand’s slogan as … Continue reading Brands Talk — What Does Yours Say Without Saying It? →