POINT: Paul Williams Nice work, you’ve put together all of your core identity and branding information in one spot! Now what? Think of your Brand Style Guide tools as you would any on-going core program of your company. These are the [...]
POINT: Paul Williams There are two types of information that may be included in a Brand Style Guide. I’m going to refer to the entire package of tools as Brand Identity & Standards Guide. The first type of information has to [...]
POINT: Paul Williams A unique selling proposition or unique selling point, or USP can be described as “what you would advertise that would make customers switch brands.” You’ll also see or hear POD – point of difference, and UPB – unique [...]
One of the benefits of living near the US Patent and Trademark Office (USPTO) is you get to bump into celebrities. For example, today - just outside our neighborhood Starbucks - we saw T. Markey! I wonder if he has a [...]
Unity promotes cohesiveness. Variety creates interest. A business lesson taken from classical music. Ultimately, all composition comes down to a balance between unity and variety. Too much unity, too much of the same thing, leads to boredom. But, too much variety [...]
Ever wonder what people associate with your company or brand? I do. One measure is to examine the "key words" people use when they bookmark your website/blog. Delicious is an online bookmarking service that allows users to label a site with [...]
At the airport yesterday afternoon, after pulling our luggage off the arrival carousel, we decided we needed a bite to eat. What the heck... let's get something at Burger King. Divvying up our food items revealed the "Veg City Airport" themed [...]
As stated about three-quarters of the way into your Marketing 101 book... Products, like people, have been viewed as having a life cycle. The product life cycle concept describes the stages a product goes through in the marketplace. [click for larger [...]