The Apple Brand and its Business Model Shift

Apple Brand, Apple Brand Strategy, Apple Card, Apple Announcement

How will Apple’s shifting business model impact the Apple brand strategy? Great question!   On March 28, 2019, Apple announced its plans for news distribution, content creation and distribution, and money distribution (vis a vis a new credit card). These announcements are the latest signs of the company’s shift from a device to a content […]

What’s in a Name (Brand)?

name brand

Changing a Name Brand. A name brand you recognize decides to change their name. The world is shocked, right? Dunkin’ Donuts goes to just Dunkin’. Weight Watchers goes to just ‘WW.’ Kentucky Fried Chicken is just ‘KFC.’ Well, annoyances aside, changing a company name can be a smart move, if aligned with the brand strategy. […]

Your brand in the New Year

your brand

What are your new year’s resolutions for your brand? Sure, as we start another trip around that big yellow dot in the sky, you may be thinking about breaking up with Netflix, actually going to the gym and not just paying for it, or trying that meditation thing everyone’s talking about.   Those are all […]

Product Naming: A cautionary tale

Product Naming: A cautionary tale

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 […]

Storytelling and your brand: Three points to consider

Storytelling and your brand

Storytelling is not: “Our product does X, and you should buy it because Y.” Storytelling is a much more powerful way to help people understand what you’re all about other than simply explaining “this is what we do, here’s why you should buy.” As consumers expect more from the companies with whom they do business, […]

The second part to a better creative process

Better creative process

Our recent white paper on making data-driven design decisions was born from a presentation I was asked to make at the 2018 HOW Design Live conference. The presentation, “From Gift Wrapper to Strategic Partner: How Creatives Can Elevate the World’s Perception of Their Work,” focused on how using data and improving the relationship between Creatives and […]

Before you craft a rebranding strategy

rebranding strategy, Jenn-Air

“I don’t have an opinion. I don’t know their rebranding strategy.” That’s the answer I usually give when someone asks me what I think of a high-profile rebrand, such as the 2016 rebrand of Uber and last year’s rebrand of Accenture and Mozilla. Of course, I always have my personal, visceral reactions to some rebrands, […]

The Annual Report as Brand Builder

Annual report as brand builder

The well-designed annual report with the strategic intent of communicating with ALL of a company’s audience goes well beyond your investors and pages of financial and legal notes to serve as a signature channel for your brand. In fact, the Annual Report is an important tool in your brand arsenal. Delivering that information and your […]

Welcome to 2018 and its marketing and branding trends

Welcome to 2018

As 2017 wrapped up, we asked some of Spencer Brenneman, LLC’s favorites to share their thoughts on what’s to come in 2018 in terms of marketing and branding trends. Here they are! Don’t be shy! Add your thoughts, either in agreement or disagreement! We can take it! Reply here or contact us! Kim Vanni LinkedIn […]