June 2018 | Spencer Brenneman, LLC

June 2018

Brand Construction: A Literal (and Figurative) Guide Branding construction has two important facets that turn an idea into a business foundation: passion and business goals. One without the other simply isn’t enough, but when properly combined, they make all the difference. In this post, we’ll highlight how a brand helps encourage business success, and list tips you can use to get to the heart of your brand and accurately map out your brand to help guide your business decisioning.We love telling our clients that successful businesses start with brand. No, not because it sounds pretty (it totally does though, right?), but because we know that businesses who understand their brand at its core understand its potential for growth and success. Put

Providing an informative and efficient user interface (UI) experience is a key component of your organization’s brand. Similar to any consumer or B2B experience, people have ongoing and competing demands for their time—make their website visits positive, and you are setting yourself up for repeat business and more satisfied customers. When it comes to UI and brand, most B2B companies are faced with the challenge of needing to explain an abundance of information, so displaying this in an efficient manner is extremely important.     UI and Brand: Overview UI combines interaction design, visual design, and information architecture, all of which need to support each brand’s identity to the degree it can without compromising usability.  Consumers have become familiar with interface elements acting

Creating a luxury brand is no easy feat. It's often a challenge because provenance—the story, or the heritage, behind luxury brands—can’t be made overnight. No matter how much a company invests in the branding of their luxury clothing line, Audrey Hepburn isn’t going to wear it. Coco Chanel, on the other hand, can produce any number of pictures with Hepburn wearing their clothing. However, despite the challenges, there are plenty of examples to show that a luxury brand can be made from the ground up. For example, Toyota created the Lexus brand to compete with Mercedes and BMW and in the early 1990s. Just 20 years before, Toyota cars had been the but of jokes for their perceived poor quality. Nobody

A few months ago, I overheard a friend talking about something called, “View.” Whatever it was, he was in love with it. Something about cutting the cord and an alternative to SlingTV. Thus begins our cautionary tale of product naming. A few weeks later, in my semi-regular rant against cable, I texted him for more information. “What is this ‘View’ of which you spoke?” “No, it’s PlayStation Vue,” he wrote, “but it has nothing to do with PlayStation. It’s incredible.” [tweetshare tweet= "Never assume everyone knows what you know."] It seems that I was not the only one in the dark about PlayStation Vue. As Jared Newman writes in his TechHive CORD-CUTTER CONFIDENTIAL, Sony’s streaming TV service earns high marks from users but is

Storytelling and your brand: Three points to consider Storytelling is a much more powerful way to help people understand what you’re all about than simply explaining "This is what we do; here's why you should buy." Plus, as consumers expect more from the companies with whom they do business, storytelling is the key to getting through to them. At Spencer Brenneman, LLC, we are helping a European company introduce its product to the U.S. market. Storytelling will play a central part in how we position the offering in a way that is relevant and competitively differentiated from the other choices consumers have. So, what makes storytelling good in the marketing context? First and foremost, stay true to whom you are as a brand.