15: #15 Brand as Idea

The second stage in the evolution of brands. With increasing competition from mass production, mass advertising, and mass media in general, the need for brands to be more than an object came along. At this point, it wasn’t enough to simply have a…

14: #14 Brand as Object

The first stage in the evolution of brands. Our use of logos to represent companies, organizations, or individuals is based on a long history that originates with the very beginning of written communication. The moment we used a drawing, an image, a…

13: #13 Cars and Branding

I discuss how I first fell in love with the concept of branding, at a rather young age, and through my appreciation for cars. Auto branding taught me hierarchy, positioning, and many more things.

10: #10 Branding and Focus

“Our audience is everyone.” If I had a nickel for every time I’ve heard that sentence after asking a marketer or executive, I’d be a very rich man. Instead, in order for a brand to be successful, it must focus its efforts on defining its ideal…

9: #9 Branding and Substance

For a brand to be strong and have lasting success, it must have substance. We can describe substance in two ways: 1) an ideology which is clearly articulated in the way an organization conducts business and communicates with its audiences, and 2) a…