Posts related to brand strategy: architecture, positioning, messaging, etc.
I lived most of my life in Upstate NY, until I decided to move to Atlanta in my mid-thirties to pursue a personal goal of mine: to experience living somewhere else besides my hometown. It had been a goal of mine for almost a decade, and so it was a big deal for me when […]
Much of branding has to do with tugging at people’s emotions in order to convert them. Whether it be B2B or B2C products or services, emotionally-charged marketing can be successful with customers. That said, there is a time and place for emotional marketing. Using emotional and/or functional marketing will depend on what drives a potential […]
Creating a great user experience will create loyal adopters of your product and ultimately for your business. Branding should be thought of as a cohesive experience, and the product user experience should be one element within the brand equation. However in the tech world, branding often ranks lower in priority to product user experience. So how […]
Is all the energy, time, and money that you’ve spent on your branding been a waste of resources? Some people believe that branding ROI hard to measure. Research tells us differently. According to a study done by CEB Global Inc., 57% of the average B2B buyer makes their purchase decision before being directly contacted by a […]