Branding used to be a high-level exercise bigger companies went through as part of their strategic marketing processes. Every now and then you refer back to those branding guidelines that tell you the correct position for your logo and the approved color scheme. Where is your brand now? It Starts With the Brand. MORE >>

I've just been looking through two sets of brand guidelines, both for household-name b2b brands. But I'm looking for guidance on how we use the brands for online projects we're planning. So I've come to the conclusion that most of what these 'guidelines' contain is a now total irrelevance to the way a brand needs to be used now. MORE >>

His concern was with personal identity versus publication identity, or, if you prefer, personal versus corporate branding. It’s still true, as Hallett put it, that the corporate brand has the final say. Traditional publishing brands have always been perceived, to a degree, as the sum of their individual voices. MORE >>

Emotional Brand. I’ve been thinking a lot about branding lately.  few weeks ago it was on the Voice Brand.  Closely related is the idea of your Emotional Brand. There’s always been an emotional component to your brand (or there should have been, at least). How to Create Brand Equity (customerthink.com). MORE >>

A brand is not a logo. Those are all elements that support a brand and they're all important, but they are most definitely NOT the brand. Branding Marketing brandIt's not a tag line. It's not new corporate colors or a usage guide for how and where you can use them. MORE >>