Creating Names with Emotional Appeal - The Startup - Medium
Starbucks Branding Guide
How To Sell A Behavior When The Competition Is Steep
Phases of Social Marketing | Sustaining Health Outcomes through the Private Sector (SHOPS) Plus
5 Reasons Brand Storytelling Fails | The Draw Shop
Use Behavioral Economics to Craft the Perfect Brain-Friendly Tagline in 4 Simple Steps | Inc.com
Dunkin’, Disney+, Impossible Burgers: Who comes up with brand names? - Vox
Solving Brand Challenges With The Paradox Process | Branding Strategy Insider
The Paradox Process is a model for brand development that when applied works for many brands facing complex challenges. Its primary purpose is to get insight into consumer pain points or contradictions that need solving, and it works by using contrary perspectives to arrive at new conclusions.
5 ways to change the narrative from fear to hope | Bond
A Guide to Hope-Based Communications | OpenGlobalRights
Why Your Nonprofit Needs to Create a Brand Book | Classy
Learn how a brand book helps your nonprofit promote a positive brand identity and maintain consistency across marketing channels and platforms.
Are Your Messages Repeatable & Retweetable?
The real impact and effectiveness of Gillette's '#metoo' ad
There are a few criteria which need to be met for strategic brand purpose work and stand a chance of delivering. The first is choosing a meaningful issue to address. The second is asking whether your brand can connect to the issue in a relevant and distinctive way? And finally, it must focus on an issue that your brand can do something significant about, rather than just ‘raising awareness’. ...While the new campaign might not have done much harm, at best, it is a waste of time and money. The content is off-character and therefore off-brand, it builds no memory structure, and has a negative effect on purchase intent.
Brand Social Purpose cartoon | Marketoonist | Tom Fishburne
Sometimes we marketers can climb so far up the brand ladder from functional benefits to emotional benefits to social benefits, we can lose touch with why people are buying our products in the first place. There is power in purpose-driven brands. And yet, when every piece of marketing attempts to communicate some kind of social purpose, social purpose can start to lose its meaning, particularly when purpose is left to the agency.Sometimes we marketers can climb so far up the brand ladder from functional benefits to emotional benefits to social benefits, we can lose touch with why people are buying our products in the first place.
They wanted something different. And now they’re all the same.
How brands can tap into the 'flexitarian' trend - Marketing Week
Five Marketing Lessons from the Payless Shoe Store Prank - Knowledge@Wharton
The prank says something very powerful about consumer behavior: When it comes to quality, perception is reality. The shoppers believed they were purchasing luxury footwear because they were fed an array of social and environmental cues, not because of the shoes themselves.
Conversation my arse — Asbury & Asbury
Andrex has become a great case study in modern marketing, because it represents the logical outcome of two dominant trends: the mission escalation trend and the conversation trend. Both are waves of brand thinking that have swept all before them in recent years, and it’s not exactly Andrex’s fault that they have been caught up in it. It’s just that the nature of their business means stretching both trends to breaking point. First, there’s the mission escalation trend. This is the homeopathy of marketing. It involves taking the functional purpose of any given product, diluting it to a slightly more abstract level, then diluting it again and repeating the process until you reach a level of abstraction so remote that any sense of specific purpose has been lost entirely. So if your product is a bar of chocolate, it’s not about giving people something chocolatey to eat, it’s about giving them a tasty treat. And it’s not about giving them a tasty treat, it’s about giving them a treat in a wider sense. And it’s not about the treat as such, but the enjoyment you get from that treat. And it’s not about the physical enjoyment, but the emotional enjoyment. And it’s not about the emotional enjoyment, but joy itself. And it’s not about experiencing joy, it’s about believing in joy. And now your brand purpose is more closely aligned to Buddhism than it is to chocolate.
When Cookie Monster Goes on a Diet
Renaming (and Rethinking) Obesity | Food | US News
Fritinancy: How to Evaluate a Corporate or Product Name
Fritinancy: Why You Need a Naming Brief
Fritinancy: How to Write a Naming Brief
Our naming rules, revisited - Killian Branding
Company Renaming is a Minefield - learn how to navigate the dangers
50 Meticulous Style Guides Every Startup Should See Before Launching – Design School
Welcome | Voice and Tone
Welcome to the MailChimp Content Style Guide | MailChimp Content Style Guide
Online tone of voice for business - ABC Copywriting
How to define your brand’s tone of voice - ABC Copywriting
Branding a Government National Project - Rommey Hassman
Video in Hebrew
Make Your Brand the Obvious Choice
There is an assumption that all decision making is instinctive, but in fact it's a balance between instinctive and deliberative. Marketers must try to understand what makes their brand the obvious choice for both types of decision making.