2020 | February | Page 2

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A Brand Positioning Statement, also known as a slogan or a strap line, is the creative interpretation of the Brand Promise or USP which we discussed earlier. Brand (Positioning Statements) should be able to hold their position in the long run and ideally achieve the following 4 criteria: Differentiate the business (Communicate the USP) Provide…

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Brand Experience -Where is your BRANDTERTAINMENT?

Before moving onto discussing Brand Positioning, we need to make sure that we understand that Communication alone does not create brand feelings. Experience with the brand creates brand feelings.Great Communication (Advertising or Promotion of any type) will make bad products and services fail faster. On the other hand without great communication, the best products and…

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The Assets and Liabilities of Brand Names

When examining examples of good and bad brand names we must use a set of reasonably objective evaluation criteria. As these were discussed in the last post, I will summarise all of them like this: “It’s not what it is, but how you use it – your brand name that is!” This is especially true…