Article Trunk



Posts Tagged ‘brand management’

Brand is more than meets the eye

Emily Heyward Contributor Share on Twitter Emily Heyward is the Co-founder and Chief Brand Officer at Red Antler, the leading brand company for startups and new ventures. Emily works closely with founders to develop purposeful, strategic visions for their business idea and has led branding efforts for top companies such as Casper, Allbirds, and Brandless. ...

When to ditch that nightmare customer (before they **** your startup)

Three million dollars. That’s the largest amount of money I’ve ever walked away from in terms of a customer contract that I decided we shouldn’t take.  ...

Slowdown or not, China’s luxury goods still seeing high-end growth

Despite well-documented concerns over an economic slowdown in China, the country’s luxury goods market is still seeing opulent growth according to a new study. Behind secular and demographic tailwinds, the luxury sector is set to continue its torrid expansion in the face of volatility as it’s quickly becoming a defensive economic crown jewel. Using proprietary ...

Focus Or Die The New Branding Imperative for Associations

03.24.2012 · Posted in Management Articles

The days of homogenous markets are long gone. Industry consolidation and globalization have rendered many trade association's traditional member markets virtually unserviceable. Increased competition and higher member expectations have combined with market changes to create an environment that is hostile to the broad-based association trying to serve a complex and diverse member market. ...

Innovation Is The Key to Brand Relevance

03.23.2012 · Posted in Management Articles

To stay competitive and keep ahead of the game, companies need to embrace change. Advancements in technology and shifting customer desires are challenging how companies manage their brands. A product or service that was ideal yesterday may not be relevant today and even obsolete tomorrow. So, how can your brand innovate to stay relevant and ...

The Kodak Brand Lesson: Your Heritage is Not Your Future

02.04.2012 · Posted in Management Articles

Kodak's recent filing for Chapter 11 bankruptcy protection is a historic comedown for a brand that once defined American industrial power and innovation. The photography empire founded by George Eastman started at the end of the 19th century, dominated the 20th and did not last long into the 21st. ...

Brand Your Business The Right Way

01.31.2012 · Posted in Management Articles

Branding business often requires a deep understanding of consumer psyche to be able to correctly adjudge what will be accepted by the consumers. If you do some research on trademarks, you will find millions of logos that look alike. Among them, you may not even recognize the names of most companies, even if you may ...

How to Know a Good Brand Logo When You See It

01.29.2012 · Posted in Management Articles

Recently, a client asked me an unnervingly pertinent question: What makes for a good mark? We were working on a new identity for his company and as he and his colleagues were adjudicating among design options, they found themselves foundering on the rocks of subjectivity. They couldn't forge consensus-and thus make a decision and proceed-on ...

Brand Performance: How to prove to the C-suite that your brand is performing

01.25.2012 · Posted in Management Articles

So often, marketing and branding are accused of only soft contributions consisting of mostly intangible value. To a certain extent, that's true if you rely only upon opinion and anecdotal evidence, which many B2B brands are accused of. ...

Choose a Branding Agency Wisely

01.25.2012 · Posted in Management Articles

Branding business encompasses a collection of functions aimed at increasing public awareness about your business. It is very important to make it easier for consumers to recognize your name. It is easier for them to remember your products when they want to buy something, as well as tell others about their experiences. Most businesses forget ...