by IanCW | Feb 15, 2024 | Branding
Why you should take a look at your brandscape? Brands don’t exist in vacuums, but are part of complex brandscapes. They not only live alongside other brands but are affected by them and together shape their commercial environment. Understanding your own brandscape not...
by IanCW | Feb 13, 2024 | Branding
How investing in the brand will smooth your path, fast track development, and accelerate business growth. Let’s take a look at just 7 ways that building a dynamic brand contributes to building your dynamic business. Stand Out in the Crowd: In a competitive market, a...
by IanCW | Feb 1, 2023 | Branding, Communications, Marketing
Memorability in marketing refers to the ability of a brand or advertising campaign to stick in the minds of consumers. This is important because the more memorable a brand or campaign is, the more likely it is that consumers will remember it and make a purchase. This...
by IanCW | May 24, 2022 | Branding
Why we need fuzzy goals for today’s brand strategies. One of the cornerstones of traditional, brand-strategy creation, is goal and objective setting. There has always been an issue that situations and the business environment are constantly changing. Objectives are in...
by IanCW | May 5, 2022 | Branding
Long before the concept of ‘Personal Branding’ was understood, brand practitioners often used the ‘Brand as Person’ model as an aid to help establish brand personalities. The concept was simple. If your brand was a person, what sort of...
by IanCW | Apr 13, 2022 | Branding
Brand Semiotics provide powerful tools to not only understand brand personalities, but also to identify opportunities to occupy advantageous positions in the brandscape. Brand choice is significantly influenced by emotional engagement and the intangible, perceived...
