The Purpose-Driven Brand

You can probably name a luxury brand. Tiffany comes to mind. Or an active brand, such as Nike or Patagonia. Or a traditional brand, such as General Motors. There are brands that own product names, such as Scotch (brand) tape or Band Aid bandages.

 

So what is a purpose-driven brand?

 

As the name implies, it’s a brand that is very consistent about it’s purpose and place in its marketplace. You know what you’re getting with the brand, and you like the brand’s ...

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Making Corporate Blogs Sing

You blog to inspire interest in what your company does. Hopefully, it will open the door to more web traffic, and with any luck, new business.

That’s the thought for most companies, anyway. But why stop there, when there’s so much more your blog can (and should) do?

What you really want your blog to do is provide remarkable, surprising insight into your industry. New discoveries. New ways to use products. New legislation. New technologies. What’s new in your field and about ...

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Updates In Logo Land

Have you noticed all the new logos recently? Logos are definitely evolving. They are getting less intricate, using very easy to read fonts, and any imagery or design is much simpler than earlier versions of the same logo.

Logo redesign isn’t new. Just about every organization revitalizes their logo every so often. But why – suddenly – are so many logos getting a make-over?

The answer is simple. Smaller screens.

Older logos full of visual information and hard to read fonts just don’t ...

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Romancing Social Media

Business relationships are actually quite similar to romantic ones. Both thrive on attention. The more positive, the better. The more consistent, the better… with an occasional unexpected perk.

 

Like, what?

Flowers for no reason would be the romantic metaphor. One printing company we enjoy working with would, for no discernable reason, occasionally give us a printing job for free. “Thanks for being one of our favorite customers,” was the stated reason.

 

Wow, we thought, how cool is that? Interestingly, that printing company only ...

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