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Cultivation

Wednesday, January 27, 2016

Over the past few weeks, this blog has considered the first four out of the following five major branding principles:  ...Read the rest...


Validation

Wednesday, January 20, 2016

In the past, our marketing messages seemed to move in a linear progression: from sender > to message > to receiver. However, today’s marketing message is most effective when it is receptive to a return of message. ...Read the rest...


Innovation

Tuesday, January 12, 2016

The next principle of branding is innovation. Creativity is what gives brands traction in the marketplace. A creative brand will not only catch the attention of the audience, it has staying power once introduced. ...Read the rest...


Collaborate

Tuesday, January 05, 2016

So I know you’ve heard the adage:Two heads are better than one. That timeless adage speaks to the next principle of branding, collaboration.The adage is based on the premise that better things (products, ideas, processes) evolve when many people are consulted or involved. Over time, we refined that concept into the concept of synergy.Dictionary .com defines synergy as being “the interaction of elements that when combined produce a total effect that is greater than the sum of the individual elements, contributions, etc.” “A designed beauty of synergy is that it serves only to add, never subtract.“ —Barb Rententbach, Synergy(2009) ...Read the rest...


 

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