Archive for the ‘Book reviews’ Category
A Guide to the Business of Creativity [free eBook download]
As I promised, I’d love to share a book that covers the issues that I discussed in the prior post. I strongly believe that this book will be an invaluable read not just to graphic designers but anybody in the creative industry. The book is authored by David Parrish and it’s titled T-shirts and Suits,...
Packaging protects your product; Great packaging protects your brand
Packaging is an important component on the marketing of a brand. Certainly, it provides important functional benefits to the product. It keeps the product safe, protects it, provides a means for displaying it and is a communication vehicle. But, stop there, and packaging is not providing its potential value. Great packaging contributes to the success of the...
Is your brand different? If not, why will someone buy it?
A brand has a special meaning when it is unique. By being unique, a brand is differentiated from others and is, therefore, more memorable. Consumers use the brand to assist them in distinguishing products and services. As such, if your brand does not communicate the difference you provide, the consumer will see little reason other...
The retail experience is the brand experience
Even with all the money spent in managing the communications around a brand, so much of a consumer’s sense of a brand comes through the brand experience. This is particularly true in a retail environment where ensuring brand consistency can be more challenging than with the manufacturing of products. The Apple store is a great...
Price is the communication of the value of your brand
Your brand possesses an assortment of attributes and meanings. Your brand connects with your consumers in both rational and emotional ways. Your brand also provides financial value for the company. Your brand is the source of your company’s profits. Your brand’s attributes, meanings and rational and emotional connections are sold, via the marketplace, to your...
Quality is not an effective branding message
Quality is a great statement to make about your brand. It is even better when your costumers make that statement about your brand for you. Yet, having a quality product or service is not the end of branding efforts, but only the beginning. Quality just gets you in the game and brings your brand into...