Category Archives: key messaging

Sonnet Stands Apart

[Cache #249] By Andris Pone – President, Coin Branding The essence of branding is being different.  At first glance, this objective might make branding, as a discipline, seem like a cakewalk – because pretty much every company out there thinks and read more

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You Deserve Better

[Cache #245] By Andris Pone – President, Coin Branding — In the season of the summer read, perhaps the most important story you could consider is your own.  What is it, exactly?  And how well or poorly are you telling read more

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Courage

[Cache #241] By Andris Pone – President, Coin Branding — For my money, it was one of the best newspaper headlines ever written.  Anyone passingly familiar with the songs of the Tragically Hip will instantly recognize it as one of the read more

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Thanks to Romney, The Donald Officially Has No Clothes

 [Cache #232] By Andris Pone – President, Coin Branding — If only we could all communicate as clearly and powerfully as Mitt Romney.  Well, as clearly and powerfully as he did last week, anyway, in an anti-Trump speech the New read more

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How To Turn Over A New Leaf

[Cache #224] By Andris Pone – President, Coin Branding The New Year is here and opportunities abound. Could this be the year to change your logo?  It could very well make a difference for your business, or for your hockey read more

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Fidelity, Sprott and The Brand Speedo

[Cache #223] By Andris Pone – President, Coin Branding — What is a brand?  Usually when this question is asked, our answer is threefold: -It’s what people (including you) think of you. -It’s the culture of an organization. -It’s not a logo or any other piece of read more

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The Words Obama Needs To Say

[Cache #222] By Andris Pone – President, Coin Branding — Barack Obama, with the next presidential election less than a year away, is now what the Americans call a lame duck president.  Yet that positioning is very much inadequate to describe the distinct power held read more

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Toronto Pan Am Names

[Cache #204] — By Andris Pone – President, Coin Branding — On the question of whether to use initials in a name, the rule is clear: (almost) never. For example, when you have a Franken-name like this… CIBC Pan Am read more

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Be Different. In A Good Way.

[Cache #197] By Andris Pone President, Coin Branding — Each of us has a profoundly deep desire to be different.  If we did not believe that we were unique, that we had some one-of-a-kind value to offer the people and world read more

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When To Keep “Rape” In Your Tagline

[Cache #196] By Andris Pone President, Coin Branding — Normally, it would be a very short conversation. Client:  “Should we include the word ‘rape’ in our town’s tagline?” Me:  “No.  Here is my invoice.” But Tisdale, Saskatchewan, whose slogan since 1960 has read more

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