Posts from — August 2006

Give them something to talk about.

Clients are always asking me to help them with their branding. They want to know how they can “build their brand’, “create a unique brand identity” and “develop a killer brand”. I like to push back and ask them to define “brand”. If I ask 20 people that question I will get 20 unique answers.

According to Sergio Zyman, former head of marketing for The Coca-Cola Company, “…the whole reason to create a brand is to get consumers to identify a number of desirable qualities and traits with your specific product.”  Read more...