Category Archives: brand identity

Brand Blindness and the Horrible Headshot

[Cache #237] By Andris Pone – President, Coin Branding Your brand is not your logo.  Instead, it is what people think of your logo – and of every other piece of information about you they have ever processed.  In other words, you might read more

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Porter’s Brand Is In A Nosedive

[Cache #169] My mentor Ted Matthews created the most meaningful and elegant definition in the world of branding:  A brand is what people think of you. There is a second part of his definition that is not quite as well known, but equally powerful and crisp:  Brand is read more

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National Post comment on Tiffany’s and Birks

A quote from yours truly in the National Post, in an interview related to Birks’ entry to the United States.  Something that did not make print was my view that the awareness Tiffany’s has built in Canada around the “little blue read more

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Pocket Square Branding

[Cache – #158] As we have put it so eloquently, a brand ain’t a logo. This despite logos having the potential to powerfully communicate your unique value proposition, and hence why someone should do business with you instead of someone else. Likewise, a colour does read more

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Leave the Raptors Alone

[Cache – #156] After the best season in their history, the Toronto Raptors might be ready to call it quits. That’s right – they have been thinking very seriously about changing their name.  There has been a persistent belief in some read more

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