The power of branding

I’ve had lots of occasion this past week to think about branding as I led writing groups for a business school class on marketing. The undergrads had to write a marketing paper dealing with some sort of marketing strategy. Most of them wrote about “brand extension,” where a new product is introduced under the existing [...]

Read Full Post »

The branding that goes beyond

We may tend to think of branding as limited to logos, ads, boilerplates in press releases, corporate identity kits that define colors on websites, or any number of marketing tools that are used to create a cohesive image. Of course, that is the part of branding that a marketing communications person would be involved [...]

Read Full Post »

Getting religious about branding

Seriously. This isn’t about working all night on the re-branding project, it’s about what certain words connote in a religious context. Apparently, the Alexandria. VA-based Baptist Temple was suffering from dwindling membership. What did they resolve to do? Hold a membership drive? No! Re-brand the church. See, apparently the name “Baptist Temple” carries bad or [...]

Read Full Post »