The American Marketing Association defines a brand as a name, term, symbol, and/or design that’s intended to identify the goods and services of one seller or a group of sellers and to differentiate them from those of the competition. However, we argue that a brand is...
Insights on marketing, branding, self-employment, productivity, and more.
Brand culture is the culture that a company cultivates in order to powerfully, consistently and competitively deliver its brand to market. It’s how people work together to bring the brand alive for customers. But brand cultures are more than an expression of the brand itself; they are, by necessity, an expression of the people who work for that brand and the decisions and ways of working and behaving that they agree to work within.
While the branding and marketing are undoubtedly connected, there are minute differences between the two. As a business owner it is essential that you understand branding and marketing in detail, so that you can effectively utilize them together. Below is a closer look at the differences between branding and marketing.
I often talk about how your logo is not your brand, nor is it your identity. Logo design, identity design and branding all have different roles, that together, form a perceived image for a business or product. Here is some clarification of the differences between...
When you think about great branding, Coca Cola’s distinctive red and white lettering, Nike’s swoosh and Adidas’s three stripes likely come to mind. But as a small business, imagining the level of investment that’s gone into these iconic images can make the thought of...
As a creative professional, I’ve sent my resume out to dozens of recruiters and agents over the years. I’ve even applied to a few jobs through the online sites. And do you know how many jobs I’ve gotten through that process? Exactly one.
Here’s my point; if you are looking for a great job – consulting, teaching, in-house, agency – you need to put yourself out there in the real world, not just online.
Andy Brenits to present “Your Logo Is Not Your Brand: Strategies and Tactics for Taking Your Brand to the Next Level”.
What can leaders do to provide training and development opportunities to their team with limited resources? One option is to consider “train the trainer” opportunities for themselves or their team, maximizing the potential of classes and conferences.
This a personal reflection on my early influences and career heroes and how I am lucky to know early on what they wanted to do, and how my parents encouraged me to develop my talent. I sought advice from industry peers and met my heroes in person, building relationships with them and seeking advice. The connections I made with industry influencers have undoubtedly helped me become who I am today professionally.
Andy Brenits to teach at Columbia University Beginning in August.