How do I know my company's brand platform is a good one?
| Answer: A good brand platform has three characteristics. First, it is clear. That requires a balance between abstract ideas and specific ones. Second, it requires consistency of theme and exposure. That is, once it is determined what the platform is, every communication must be consistent with that platform. Finally, a good brand platform is usually creative, cuts through the clutter and touches a nerve. This last point is the job of a good advertising company. Everything else is marketing's responsibility. For more on brand platforms, see our tutorial on the subject. |
More resources related to Branding and Positioning
-
Lawson Abinanti, B2B marketing and messaging strategy consultant, offers tips for positioning a B2B brand, and urges marketers to be "ruthless" by focusing on ideal buyers instead of diverting resources to one-off sales.
-
Too many executives pursue a branding campaign when it is positioning that is required.
-
With the right strategy in place, webinars can generate high-quality leads and drastically increase revenue. But they—and you—can't do any of that if you can't get people to register and attend.
-
Everyone has a website stuffed with content ranging from the important to the useless. But marketing initiatives aimed at a highly targeted audience require their own space and identity if they are to succeed. When you use the Web as your vehicle for your campaign, the obvious solution is a video-campaign microsite.
-
iPhone Debut Rivals Harry Potter Mania... But Will It Last? (Or, Why the iPhone Is Not a Phone)
ArticleDoes the hype of the iPhone equal runaway success? Is the game already won? Or will there be an equal and opposite reaction when possibility and excitement about the future gives way to reality, and inevitable issues arise with service, availability, bugs in functionality and unfulfilled expectations?
-
Consumers are beginning to take environmental impact into consideration in purchase decisions. Businesses that demonstrate environmental responsibility have the opportunity to contribute favorably to their images while aligning themselves with the preferences of their customers. To get the full value out of green practices over time, companies need to let the public know what they are doing and why it matters.
-
Eigen values are what marketers use when we're doing our best work. Once we view everything that our brand does through the prism of eigen-value standards, it changes how we launch our websites, train our customer-service people, and hire our employees. Want to see how an eigen value plays out in real life? Look at Vibram and its FiveFingers shoe.
-
Corporate rebranding is intricate and time-consuming; but with the mergers, acquisitions, and ownership changes of the current dynamic business environment, it's a necessary endeavor. Avoid these pitfalls and use this checklist to ensure uniform, integrated distribution of your new brand/name.
-
Behind every successful product, service, or brand lies a powerful concept. Do you have one? Learn what it takes to craft a winning marketing concept, and why having one is critical to the success of your business.
-
A rebrand requires a compelling vision that can be understood and articulated by all—starting with your company's leadership and employees. After all, if they haven't bought into the rebrand and the philosophy behind it, why in the world would anyone else?
-
You bit the bullet and decided to hire a naming firm for your next branding initiative. You researched and you vetted, and you picked a firm that feels like a good match. A lot is riding on this. So now what?
-
Avenue CEO Bob Domenz discusses brand activation and engagement for B2B organizations.
-
Yeah, you could totally wing it blog post by blog post, tweet by tweet. But if you truly want to build brand awareness and create meaningful relationships with your readers, followers, and customers, planning is a must.
-
Meal kit companies can teach you more than just how to cook. This analysis of the names of the brands in that industry provides insight into creating memorable and evocative brand and product names.
-
Strategist Matt Desmier shares tips for agencies, brands, and organizations on how to clarify their positioning, messaging, and branding.
-
This chat with Mitch Duckler is about brand, and even more important, about creating an indispensable brand. Learn what a successful brand looks like and why extending your brand may be the next right move.
-
Learn how to create a brand style guide that can make your rebranding efforts successful by maintaining consistency and trust. Discover more insights.
-
his week: What do you do when your boss does not offer feedback? Also, read your answers to: Is brand localization necessary to be successful in foreign markets?
-
Moving Toward Branding Systems
ArticleAgreement on what and how to measure the forces that drive brands is hard to muster. But here is one suggestion: emphasize systems.
-
This week: Past success don't guarantee future success for products. So what do you do when a marketing effort flops? Join the conversation! Also this week, read your advice on: What works (and what doesn't) when an organization wants to invent a brand?
