My Favourite Example of Brand Essence

Monstercat is my favorite example of a brand with a well-defined Brand Essence. This week, I wrote an article for BMB with a bunch of examples of brand essence. Brand essence is the reliable feeling fans of a brand come to expect when they use products or see media from that brand. Every valuable brand has a well-defined brand essence; it is the most defensible part of brand equity. So which was my favourite brand Read more…

New on BMB: Mountain Sports Lifestyle Brand Name

In a new post on BMB, I go through the process of brainstorming names and announce the name for our snowboard / ski lifestyle brand. 259 names brainstormed 259 names considered 1 name chosen   Generating a Company Name That Fits The Ski Lifestyle You can have a good company with a bad name, but it’s growth will be inhibited. A name is an opportunity to signal what your brand is about; in this Read more…

New on BMB: What makes a good logo?

In a new article published on Brand Marketing Blog, I go into the factors that makes a logo good vs. bad. What makes a good logo? The factors that make a logo good: Distinct Simple Appropriate Striking Legally Protectable The factors that make a logo bad: Generic Complex Awkward Bland Indefensible Does your logo hold up to these standards? If not, contact me.

New on BMB: Lifestyle Brand Plan

A strategy is the best position for success, and tactics are how you plan to get from where you are to that ideal strategic position. How do you create a plan to build a lifestyle brand? Work backward. You may not have the domain knowledge to know every step. Ask your suppliers and hire consultants. Write action-oriented steps; resources and timing will come later. This can be overwhelming work so take your time.

New on BMB: Product Titles and Customer Expectations

A product label is what you name your product in to communicate to customers what they are buying. The product label sets the customer’s expectations.

Some industries have set product labels that rank in a hierarchy, e.g., motel, hotel, resort. Marketers can add adjectives to product labels that modify expectations, e.g., performance tires.

Setting an expectation and not meeting it in reality damages a brand. It is common sense that delivering a level lower than expected is harmful, but it is also wrong to deliver a higher level. People are most comfortable when they receive what they were expecting, and a higher level of service is not repeatable because it becomes a new standard. Instead, we want to aim to meet expectations plus add elements of surprise and delight. Just be honest with your product labels.

How the perception of fonts affect logos

I published an article on Brand Marketing Blog about how different font types are perceived, and how this can be leveraged in logo design to change the perception of the brand. What your logo font says about your brand. Link: Infographic I also created an infographic that summarizes it. Enjoy:

How the eSports Logo Tournaments would have gone if I was judging it alone.

You might have already read the eSports Logo Tournament on BMB Brand Marketing Blog. The response was tremendous and we are already planning more content because eSports branding is a hot topic right now. If you haven’t read it, we took the top eSports team logos and pitted them head to head in a round robin, then semi-finals, then finals. The winners of all of these “games” were chosen by a team of graphic designers Read more…

Colin’s Opinions on the Smart Speaker Designs of 2018 I facilitated a group of the top industrial designers (Chadwick Harber, Nichole Rouillac, Grayson Byrd, Mika Becktor and Norio Fujikawa) to comment on the latest smart speaker designs. I chose smart speakers because the visual aesthetics are such an important part of the experience. These things are decorations as much as consumer electronics. While all of these designers acknowledge the paramount importance of usability of electronics like a smartwatch or a laptop, we don’t need Read more…

New writings on Brand Marketing Blog

It has been a busy month for me on Brand Marketing Blog. I have been learning and sharing my knowledge of branding: Why Brand Marketing Works I reviewed why brand marketing works so effectively: we are biologically set to form reputations, relationships and associations from our evolution to survive. We use these same processes to guide purchasing decisions in the modern world. Review of Brand Seduction I read and reviewed Brand Seduction by Daryl Weber. Read more…

Brand Relationship Strategies article

Most of the brands I work with are owned by companies that manage and distribute multiple brands. This means that they have chosen a strategy around how the brand relates to other brands and the parent company. David Aaker wrote an article on strategies companies can choose to best leverage their brand equity to sell products. I summarized his article, as well as adding a section of “associated brands. Read Brand Relationship Strategies on Brand Marketing Read more…