Branding Technology is the Same But Different

Branding is a word which is often perceived as the preserve of arty creative types paid too much money to come up with simple, even simplistic ideas. Moreover, with regard to firms which produce technology goods and whose focus is mired in the complexity of features and engineering, brand management is often very low on […]

The Brand Story Web Marketing Process

If websites have one overarching goal it is to create confidence in whatever the website is promoting and who’s promoting it. It doesn’t matter if it’s a product, a service, a sales campaign, or an idea, if the presentation is not minimally credible or optimally motivational, then it fails as a means of marketing communication. […]

Top Ten Branding Mistakes As Identified by Brand Research Company

Marketing research helps companies know the answers to critical brand questions, not just guess at them. Creating brand strategy without timely and accurate information isn’t just risky – it’s difficult and wastes resources. Understanding the market, what they want and need and how your brand is going to play allows you to focus all of […]

Brand Naming in Different Chinas

Linguistic, Cultural, and Economic Concerns of Brand-Locality Inconsistencies The allure of the Greater China market has been on the radar of foreign firms for decades. The sheer size, and in many instances, the wealth of the Chinese-speaking world has been a considerable attraction to many Western firms. To tap the large Chinese markets, several foreign […]