By Andris Pone President, Coin Branding — It is the Holy Grail of brand positioning: for your target audience to instantly, unanimously associate you with one or perhaps ...
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 ...
Names have jobs to do. Vote on which ones do them best and worst. When trying to decide upon a new brand name, clients frequently become concerned ...
*Spokesaliens!! Comment from yours truly in today’s National Post: http://alturl.com/o8n8f (at end of story)* This morning I’m flying Porter, so airlines are on the mind. Have a ...
It is very difficult to be different. Yet owning a meaningful difference in customers’ minds is the essence of branding. Hence my great respect for the positioning ...
Later this month, I’m going to catch a plane by walking to the airport. Conjures up images of me slogging along the side of the highway with ...