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Four Keys To Workplace Innovation

Four Keys To Workplace Innovation | Brand Marketing | Scoop.it
Innovation isn’t the purview of lone geniuses being struck, lightening style, by inspiration out of the blue. Rather it comes from creative, intelligent people who routinely encounter different perspectives and are frequently exposed to new concepts.

Via Color-Art
PivotPointBrands's insight:

Too many companies offer lip service to the idea of fostering innovation and this article points out some examples of organizations who build it into their culture and truly foster innovation.

Agency.com used to have all glass walls for hallways, meeting rooms, and offices and everyone carried erasable markers. It looked somewhat chaotic, but also very exciting to walk among all of the scribbles and doodles.

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Chris Farrance's curator insight, January 17, 2014 4:16 AM

I like this to be underpinned by a 'tight/loose' process that encourages engagement and doesn't stifle creativity

 

aanve's curator insight, March 23, 2014 11:26 PM

www.aanve.com

 

Cathy Matthews's curator insight, March 24, 2014 9:22 AM

Easy to implement solutions that make sense! For example, brainstorming - engaging thinkers with different skill sets across your organization - is a proven strategy that keeps the team involved,  motivated  and excited to find solutions and remain at the top of their game.

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Is Brand Strategy A Myth? 07/21/2015 - MediaPost - MediaPost Communications

Is Brand Strategy A Myth? 07/21/2015 - MediaPost - MediaPost Communications | Brand Marketing | Scoop.it
On one side of the bookshelf, you have an ever growing pile of historic business best sellers with promising titles like "In Search of Excellence," "Good to Great" and "Built to Last." Essentially, they're all recipes for building a highly...
PivotPointBrands's insight:

I am a brand consultant in Silicon Valley. The tach companies here believe that brand strategy accounts for about -2 percent of company success, so this is actually encouraging.

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Why "Content Marketing" is the Wrong Thing to Measure | G. David Dodd | LinkedIn - Pulse

Pulse
Why "Content Marketing" is the Wrong Thing to Measure | G. David Dodd | LinkedIn
Pulse
Despite the widespread popularity of content marketing, research shows that most marketers aren't confident in their ability to measure its effectiveness.
PivotPointBrands's insight:

I like this article. I walks a careful line between valuing good content and not getting too drawn into the content marketing buzzword mania. The goal of marketing is ultimately to build a better brand and drive revenue and creating and gathering good content helps achieve that goal.

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Michael Bierut Talks Brand Design & The Key To Creating Logos: Gerson Lehrman Group

Pentagram Design Partner Michael Bierut sits down with GLG (Gerson Lehrman Group) to discuss brand design, Paul Rand and the key to creating logos.
PivotPointBrands's insight:

Great Paul Rand quote in this brief video: "A good logo provides the pleasure of recognition and the promise of meaning." 

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Logitech loses the tech with new Logi brand - CNET - CNET

Logitech loses the tech with new Logi brand - CNET - CNET | Brand Marketing | Scoop.it
To reflect a more design-centric approach, the mouse maker is rolling out a new logo and a new brand as part of its reinvention.
PivotPointBrands's insight:

The new logo looks more friendly, and more accessible - more consumer-y. Logitech has evolved into a company that provides more accessories for the home user over the decades and a new logo makes sense to me. And this one is nicely designed. Of course, a logo only stands for what you make it stand for, so I'll stay tuned.

One thing that doesn't work well for me is the name. Visually it looks very interesting. but I have trouble with the pronunciation. If it is a segment of the name Logitech, I guess it should be pronounced "Lah-jih". If it stands by itself I would pronounce it "Low-gee". People are likely to come up with a variety of pronunciations, which is not a good thing for a corporate identity.

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Branding Strategy Insider | The Twenty Most Common Brand Problems

Branding Strategy Insider | The Twenty Most Common Brand Problems | Brand Marketing | Scoop.it
As a brand consultant I have dealt with many brands' problems in one way or another. Here is my observation of the twenty most common brand problems.
PivotPointBrands's insight:

I think I dealt with half of these problems working within one company. Generally, organizational commitment, consistency and patience will avoid these problems, but those 3 things are a lot to ask for.

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Key Trends in Brand Identity Design for 2015 | Truly Deeply/Madly

Key Trends in Brand Identity Design for 2015 | Truly Deeply/Madly | Brand Marketing | Scoop.it
The Critical Role of Trends for Visual Identity Designers Each year Bill Gardener outlines what he sees as the key trends in brand identity design. As the
PivotPointBrands's insight:

These trends seem to lean toward concepts that do not hold up well at small sizes and generally move away from the idea of bold and simple - a lot of fine lines.

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The Spotify-Starbucks Partnership Is Digital Co-Branding Genius  

The Spotify-Starbucks Partnership Is Digital Co-Branding Genius    | Brand Marketing | Scoop.it
Their digital co-branding Deal is a win for Spotify and Starbucks, as well as artists and coffee-consuming music fans.

Via Dennis Bailen, CMO, Chief Outsiders
PivotPointBrands's insight:

This is a great co-branding opportunity, and Starbucks has done a lot to expand their brand beyond premium coffee. Makes you wonder what's next? Apple would be a nice partner...for anybody, but especially Starbucks.

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Lenovo has a new logo that it says is now 'more personal' - Business Insider

Lenovo has a new logo that it says is now 'more personal' - Business Insider | Brand Marketing | Scoop.it
Lenovo describes its new logo as "more personal."
PivotPointBrands's insight:

I like the new logo more than the old because I think it is simpler and cleaner looking. But, does it say: "a company that spans different categories, that has this attitude of never stand still, that's really focused on the internet"? I don't think so. It says lenovo. 


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Do Your Customers Know Your Brand Promise? Would They Say You Keep It? - Brand Quarterly

Do Your Customers Know Your Brand Promise? Would They Say You Keep It? - Brand Quarterly | Brand Marketing | Scoop.it
What is your brand promise? If you asked your customers that question, would they know the answer?  And if they do, would they also be able to say that you ...
PivotPointBrands's insight:

One definition of a brand is that it is more than a promise. It is a promise kept. That's why it is so important to "live the brand" throughout an organization.

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Innovation Excellence | The Top 5 Brand Strategy Trends of 2015

Innovation Excellence | The Top 5 Brand Strategy Trends of 2015 | Brand Marketing | Scoop.it
Thanks to the influx of new competition, the growth of technology, the rise of social media and the constant use of multiple screens, brands are facing new challenges. In today's new world, brands must rethink their brand strategy to succeed.
PivotPointBrands's insight:

These are 5  important elements to consider when developing a brand strategy. Not so sure they're the "top 5 trends" but it is one seasoned brand professional's perspective and worthy of note.

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Your logo is not your brand identity. - Branding Matters

Your logo is not your brand identity. - Branding Matters | Brand Marketing | Scoop.it
A common misconception that many companies make is thinking that their logo/brand mark is their brand's visual identity. It's much more than that actually.
PivotPointBrands's insight:

Yes, this is especially a common misconception in the technology space. A relevant and engaging visual identity can have a huge impact on brand recognition, and the logo is the crown jewel of that visual identity.

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Influencer Marketing: Finding the right people to talk about your brand

Influencer Marketing: Finding the right people to talk about your brand | Brand Marketing | Scoop.it
Words: David Leonhardt Among the many forms of marketing, few are as effective at getting your brand known and liked quickly as influencer marketing. While the concept is far from new, the catchphr...
PivotPointBrands's insight:

Nice that the resources were added in this article. Dell has been using influencers for years. In 2006 a Dell PR director said that before they send out a press release they send out new product info to a handful of the biggest bloggers in their space, and they maintain relationships with those bloggers.

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The secret to naming a business - Crain's New York Business

The secret to naming a business - Crain's New York Business | Brand Marketing | Scoop.it
Ookles, anyone? Anyone? Professional branders share naming rights—and wrongs
PivotPointBrands's insight:

Great article providing overview of naming. Anything done right costs a lot of money, and naming is no exception. But doing it wrong and then redoing it also costs a lot of money and time.

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LinkedIn Marketing: The All-in-One Guide to Content and Scheduling

LinkedIn Marketing: The All-in-One Guide to Content and Scheduling | Brand Marketing | Scoop.it
A complete look at the best types of updates on LinkedIn, the best timing and frequency, and how to create a powerful LinkedIn marketing strategy.
PivotPointBrands's insight:

With all of the information about using LinkedIn to build your brand it's nice to read some tips that are backed by research. A few of these insights seem kind of obvious, like "share industry insights." I suppose I could post some sports scores but I wouldn't expect that to grow my brand as a business. But, posting morning to midday is helpful to know. And 25 word posts...oops, I'm going over here.

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Is Brand Recognition The Best Move For Your Business? - IMSoup

A common trend when it comes to online marketing is establishing a brand image. It is often said that with the right image companies can drive their revenue to new heights.
PivotPointBrands's insight:

An interesting topic for discussion. Is the problem of too much brand recognition really a problem? Does Coke really care if some people refer to all sodas as Cokes? Does Google really care if refer to all online search as "googling"? I doubt it, because it's a nice problem to have, but I'm sure the trademark attorneys for these companies keep an eye on it.

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What happens when brands rebrand? | World Finance - World Finance

What happens when brands rebrand? | World Finance - World Finance | Brand Marketing | Scoop.it
In the last year a number of companies have overhauled their brands, but as history shows, dramatically changing a corporate profile can alienate loyal customers,…
PivotPointBrands's insight:

Great article on a topic that could be a month-long discussion. Most interesting were the comments from companies that had rebranding mis-steps but said that it still worked out for them - even Coca Cola and the New Coke debacle - because it drew attention to their brand.

 

A key point to keep in mind that brands are more than logos, more than ad campaigns and even more than products and services. Brands are the audience perceptions of all of those things...over time.

That's why Coke could come out with a new product that was a horrendous failure and actually benefit from the extra attention.

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The 5 most common mistakes of brand identity designers

The 5 most common mistakes of brand identity designers | Brand Marketing | Scoop.it
The number of brand identity designers has risen in the same proportion than startup companies. Here are some clues to detect if you are wasting your money
PivotPointBrands's insight:

Nothing new here, but all true. The Starbucks delivery truck photo is the real gem here. New rule for delivery drivers: Don't leave the door open.

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Enercare unveils new brand identity

Enercare unveils new brand identity | Brand Marketing | Scoop.it
Enercare is planning a full campaign to introduce the brand this August
PivotPointBrands's insight:

I always like to read carefully the reasoning behind the launch of a new visual identity. Sometimes it leaves me scratching my head and wishing I could hire the agency's business development person. But this is clearly a case of an entire rebrand  led by the announcement of a new identity. This appears to be a case of a logo redesign necessitated by a new brand strategy. And it's a nice logo, especially on a black background.

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Is Gap's brand cooling off? - Marketing Dive

Is Gap's brand cooling off? - Marketing Dive | Brand Marketing | Scoop.it
The retailer is closing around 25% of its North American stores -- is the brand the culprit?
PivotPointBrands's insight:

Is their brand cooling off? Is the Pope catholic? The strength of a brand is in knowing what it is about your company that resonates with and engages your audiences. The Gap seems to have lost their sense of that. If The Gap had sent someone to check out a college campus they would have quickly seen that "Dress normal" would have resonated with that audience about as well as "Dress Like Your Parents."

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12 Simple Strategies All Memorable Brands Use To Leave a Lasting Impression – Design School

12 Simple Strategies All Memorable Brands Use To Leave a Lasting Impression – Design School | Brand Marketing | Scoop.it
The ABC of a successful brand strategy.
PivotPointBrands's insight:

If you're a start up and you're about to embark on the task of creating a lasting logo to replace the one your nephew made for you after school, this is worth reading. It's a nice short overview of visual identity and how it helps create a brand. And it's nicely designed, of course, coming from Design School.

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Coca-Cola And The Shift To The 'Branded House': Should Other Marketers ... - Forbes

Coca-Cola And The Shift To The 'Branded House': Should Other Marketers ... - Forbes | Brand Marketing | Scoop.it
This article is by Larry Lucas, partner at Vivaldi Partners Group. Last month, Coca-Cola launched a bold shift in branding, called the “One Brand” strategy in 11 markets, starting with the U.K.
PivotPointBrands's insight:

This is a great description of the "House of Brands" vs. "Branded House" concept, with Coca Cola as a case study. 

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42 Award-Winning Brand & Identity Design Projects - HOW Design

42 Award-Winning Brand & Identity Design Projects - HOW Design | Brand Marketing | Scoop.it
Check out award winning brand and identity design projects from the 2014 Print Regional Design Annual.
PivotPointBrands's insight:

Looks like they're trending away from the flat bright colors toward a retro New England country look - decorative typefaces with deep earth tones and antiqued backgrounds.

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Brands with a strong brand proposition & identity and strong advertising have increased their brand value by 168% over ten years | TheMarketingblog

Brands with a strong brand proposition & identity and strong advertising have increased their brand value by 168% over ten years | TheMarketingblog | Brand Marketing | Scoop.it
World’s first financially quantified analysis shows brand proposition and identity at core of growth and ROI in brand value creation. Read the

Via Will Corry
PivotPointBrands's insight:

Great report! This kind of research is so valuable, especially in Silicon Valley. C-level people who are suspicious of the word "brand" need to see data like this.

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Does your brand need a tagline?

Does your brand need a tagline? | Brand Marketing | Scoop.it
Lawrence believes brands should think twice if they want to employ a tagline – and that truly global brands say it best when they say nothing at all.
PivotPointBrands's insight:

Great topic for discussion. I generally agree that no tagline is the right choice for most companies. Companies with big ad budgets, though, can use a tagline to help associate an identity with a successful ad campaign, as McDonalds has done so well.

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David Aaker: Don't Let Your Brand Become Irrelevant

David Aaker: Don't Let Your Brand Become Irrelevant | Brand Marketing | Scoop.it
You may think you know a thing or two about marketing. But odds are you don't know even half as much as David Aaker.
PivotPointBrands's insight:

Aaker's latest book, Aaker on Branding, 20 Principles that Drive Success is an overview of all of his previous books and has a chapter on brand relevancy. 

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