Brand Architecture is an important strategic process in Brand Development. Brand Architecture, simply put, is the relationship between various Brands in an Organisation. It defines how should two Brands be related or be completely unrelated. Brand Architecture informs how should each Brand behave, how should they talk, what should they believe in and how do they Visually Express themselves. It maximises Visibility of every Brand in the Portfolio.
If cars were people...
Types of Logos & their Uses
Broadly there are 3 types of logos. Before getting into that, let us take you through the fundamentals first.
Importance of Logo in your brand identity: A logo is the most important element of a brand's visual identity. It defines who you are and builds image of your brand. Believe it or not, human brains can sub-consciously determine whether to trust a company or not, just by looking at its logo...
Convergence vs Divergence
Is technology bringing us together or drifting us apart?
When was the last time you checked your phone? And when was the last time you hugged your sibling? We are living in the information era, that is proliferating with new technologies more than ever. We now know what is happening in the lives of our friend-of-friend more than the lives of our cousin. Isn't that bizarre?...
Brand Expansion - How to make a local brand global?
If you're reading this, our best guess is that your brand is doing well. Congratulations! And probably you're ready to grow outside the Geographical Limits - moving to another city, state, country or continent. This goes without saying that before finalising your next business location, you should have enough Customer and Market Understanding. And once you've finalised the location, you should be taking the following steps to make your brand a success in new markets.
Recession and Brand Building — Put the pedal to the metal, when everyone else slows down.
What does it take to be an entrepreneur?
Brand Association - Why do we associate with a Brand?
When you interact with products, be it your morning coffee to what phone are you using, how do you feel about it? You walk into a Starbucks for coffee or own an iPhone is because you want to be associated with these brands. They make you feel in a certain way. You trust them and its image appeals to you, it matches or exceeds your expectations and it doesn’t let you down...
Two Paradoxes of Brand Rejuvenation
Do you need a Branding Agency?
Brand strategy is the key to effective marketing.
What is a brand? What is branding?
‘Brand’ is perhaps the most overused word in today’s marketing & business vocabulary. You will most likely agree when I say that a brand is any product or service that is trademarked and/or is differentiated from its competition by virtue of name, symbol etc. Great! You are not wrong, but not completely right either. That is what ‘brand’ meant about 50 years ago, or may be 75 years!...