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An Event Steeped in History In 2016 I had the honor of completing the Boston Marathon. It was an experience I won’t ever forget and I truly learned why Marathon Monday is a special date for Bostonians since it was first run in 1897. Its symbolism of strength, hope, courage, and endurance has resonated with people across generations and decades. The site of runners starting their journey in Hopkinton and finishing across Boylston Street 26.2 miles later is one that brings the whole city together and is a celebration that many people come from all over to see. I won’t ever forget seeing the crowds of people cheering everyone on and coming out in droves to watch the race. [tweetshare tweet="From Dana-Farber

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 strategy. Does that business strategy require a new brand strategy? No, I don’t think so. [tweetshare tweet="Focusing on storytelling as a core function is quite relevant and competitively differentiated for the Apple brand. " username="SB_Branding"] To explain why, let’s remind ourselves of the Apple brand promise: “Make a dent in the universe by challenging the status quo and thinking differently. We believe equally in art and technology.”

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. Changing a name brand in a vacuum is never a good idea, and the result will be a piecemeal company with glaring inconsistencies.   Real World Examples. Take the above example. Dunkin’ Donuts changing their name just to Dunkin’. When this move happened, I saw numerous comments on the internet about how stupid this was. How this would be regarded as one of the biggest branding blunders in history. [tweetshare tweet="Changing

On our own website, we state that no logo can exist in a vacuum. To create a new logo, without any clear marketing or differentiated branding strategy behind it would, as we say, require magic. Meredith Verdone, Chief Marketing Officer at Bank of America, seems to understand this well. She says that Bank of America’s recent logo and brand strategy are going together hand-in-hand. The new campaign’s focus? “What would you like the power to do?” [tweetshare tweet="To create a new logo, without any clear marketing or differentiated branding strategy behind it would, as we say, require magic. " username="SB_Branding"] By focusing on the fact that their new campaign is empowering the consumer, they are thus making their consumer base care about their

Winter. Love it, hate it, tolerate it, the season brings out a lot of emotions in people. If you’re lucky enough to live in Southern California, then you have a bit of a different definition of what winter is compared to those of us who live in New England.   Winter up here can be cold, snowy, and emotionally draining for many people. The most important thing on people’s minds during the season: staying warm.   Now, this may not seem like an opportunity to retune your brand strategy. Why would you bother getting people to care about your brand when they’re busy caring about staying warm?   Well, winter can actually be the perfect time of year to engage your consumer base

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 great and best of luck! But given how important your brand is to your business and career, doesn’t it deserve some resolutions of its own? Here are some suggestions. [tweetshare tweet="Given how important your brand is to your business and career, doesn’t it deserve some resolutions of its own?" username="SB_Branding"] I resolve to drive consistency. Inasmuch as inconsistency is enemy #1 of a strong brand, resolving to

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

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 Executives, can lead to a better creative process. Since the white paper covered the first part, data-driven design decisions, this blog post will cover the second: improving the relationship between Creatives and Executives (i.e., the people who make the final decisions on a project). In building the relationship, we talked about four main areas: Walking in their shoes Taking your seat at the table Bringing

“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, but for the most part, what do my personal opinions matter? As for my professional opinions, one can argue that those may matter; however, only in the presence of the company’s rebranding strategy. Rebranding doesn’t or shouldn’t happen out of boredom, but rather, out of some experienced, expected, or desired change in the business, market, or customers’ needs. How can anyone judge a rebrand if