Coming This Year: A New Chapter
— By Andris Pone – President, Coin Branding Hola from Havana, Cuba, where I am enduring a two-week sequester to write a new book. Conditions have been challenging. Yesterday ...
WestJet and the High Cost of Ownership
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 ...
Branding: Why bother?
Being different is the essence of branding. If you’re not different, you’re the same – so why would anyone choose you instead of your competitors? To establish ...
Developing your tagline: be different
A brand position is defined as how we are different. And a tagline is defined as how we say we are different. Think of Subway. When most people think about ...
The results are in: Apple, Porter are the decade’s top brands
It’s Apple in a landslide. Thanks to those who participated in this poll, which asked: Based on positioning and consistency, which brand do you think is the best of the ...
Top 10 Best Brands of the Decade
The essence of branding is being different. The logic is simple: if you hope to outperform competitors, you must give customers reasons to do business with you instead of someone ...