How do you build a personal brand that is both true to yourself and resonates with your audience? You use Carl Rogers' theory of self to build a roadmap.

Brandingmag

17.04.2024

Brand Remix Culture and Gen Z’s Sonic Youth

If you're not providing Gen Z with owned sonic assets for your brand, then you're missing out on one of the most collaborative experiences on social media.

Brandingmag

11.04.2024

Employee Value Propositions Aren't Really Working

EVPs are meant to make it easy for candidates to choose their next employer, but without depth and differentiation, an EVP does its brand more harm than good.

Brandingmag

05.04.2024

Maggie Murphy & the Equal-Playing Football Club Brand

A glimpse into how Lewes FC—a groundbreaking football club—sees branding, being purpose-driven, creating the best fan experience, and leading as an underdog.

Brandingmag

26.03.2024

How Service Agreements Can Define Your Brand Promise

Given they set customer expectations, employee behaviors, and metrics for success, service agreements are actually a clear and effective brand promise tool.

Brandingmag

12.03.2024

Blanding: Untangling the nuanced knot of brand design

Blanding has been thrown around in the design community for a while, especially with the rebrands of Nationwide and Johnson & Johnson, but it's a nuanced story.

Brandingmag

16.02.2024

Why Fashion Needs to Find Its Voice

Fashion brands have always focused on aesthetics and visual trends, but what about voice? What about sound? Verbal identity may be the key to fashion's future.

Brandingmag

06.02.2024

The Cost of a Bad Employer Brand

The cost of an employer brand can be measured in lost time, lost money, lost trust, and lost opportunities–all things your company can’t afford to pay.

Brandingmag

30.01.2024

ESG Empowerment: Brands Should Listen to Employees, Not Reactionary Politicians

Data shows that employees not only know what a brand's purpose is, but they're paying more attention to how the brand delivers on that promise—especially in ESG.

Brandingmag

25.01.2024

As with Human Evolution, Brand Growth Is Found Amidst Dichotomies

Most brand leaders feel they have to choose between alignment and authenticity, but turns out there's a content strategy that allows your marketing to do both.

Brandingmag

23.01.2024

Brand Strategy Spoilers: Stopping the Clock on Consumer Time Barriers

The role of time in consumers' decision-making processes is commonly misunderstood, but better insights can transform time into an asset rather than obstacle.

Brandingmag

07.01.2024

Solid Branding Means Niching for a Person, Not a Market

What if traditional brand strategy is wrong and the most effective way to niche down is not by market but by individual? It's the way Steve Jobs designed Apple.

Brandingmag

25.12.2023

Why Are African Brands Not Going Global at Scale?

The slow international growth of African businesses can be attributed to the misalignment of their marketing, purpose, and strategy—in other words, branding.

Brandingmag

11.12.2023

Debunking Apple's “Greatest Ad of All Time”

Was Apple’s “Think Different” campaign as successful as brand marketers lead us to believe? In-depth analysis suggests it wasn’t even close.

Brandingmag

23.11.2023

Thinking Different about Apple’s "Think Different" Campaign

For decades, marketers have touted Apple's 1997 commercial as the epitome of effective brand advertising, but do the financial results prove otherwise?

Brandingmag

14.11.2023

Disconnected Sound in High Fashion's License-Obsessed Land

The sonic branding of the luxury industry is scattered thanks to artist collaborations, so why don’t brands simply create their own sonic identities instead?

Brandingmag

29.10.2023

Brand Campaigns, Part 4: Why and When Should You Use Them?

Inside the creative industry, award-winning work feels like the pinnacle of advertising success. But what about our target market? Do our customers even care?

Brandingmag

28.10.2023

Enter the AI-powered Mascot Paradigm of Brand Personification

Thanks to AI, brand mascots are getting an unreal (or all-too-real) upgrade, allowing for a more agile approach to brand identity and engagement.

Brandingmag

18.10.2023

Why Rebrand? Or Better Yet, Why Not?

Companies continue to jump into rebranding projects without considering whether doubling down on their current brand would have been better for the business.

Brandingmag

16.10.2023

Brand Campaigns, Part 3: How Does Brand Advertising Work?

While people debate whether brand advertising works or not, many misconceptions around what brand and advertising are (and how they relate to sales) remain.

Brandingmag

13.10.2023

Brand Campaigns, Part 2: Where Did They Come From?

Brand campaigns are a byproduct of practical efficiencies, modern competition, and business culture. And this battle goes back much further than people think.

Brandingmag

13.10.2023

Consumer Insight Makes for a Uniquely Influential CMO

Today's most successful CMOs challenge long-standing internal perspectives and cultivate more desirable brand experiences rooted in consumer insight.

Brandingmag

13.10.2023

Brand Campaigns, Part 1: What Exactly Are They?

The term 'brand campaign' is thrown around all the time, but when asked, most marketers had no idea how to describe what it was—or why that even mattered.

Brandingmag

13.10.2023

De-positioning Mastery: Solving the Hero Pain Point

Solving for your customer's hero pain point should be the foundation of a brand's competitive strategy if it wants to be like Apple, Crocs, and Ithaca Hummus.

Brandingmag

21.09.2023

How Can We Help Brands Become Good Ancestors?

Society looks to brands to intentionally improve this world for future generations and we, as their creatives, are in the perfect position to help.

Brandingmag

16.09.2023

Brand Strategy Spoilers: People Decide on Cost, Not Price

Conventional price elasticity models have proven inaccurate in predicting consumption behaviors, so how do you price goods given today’s consumer mistrust?

Brandingmag

07.09.2023

6 Reasons to Prioritize Brand for Financial Success

In today's business landscape, brands have become key drivers of financial success. And for board members of large organizations, understanding this is crucial.

Brandingmag

27.08.2023

Why Brand? First of All, You Have No Choice.

Branding matters and, unlike when it started, its benefits are undeniable. Done properly, branding becomes a sustainable source of success for any organization.

Brandingmag

24.08.2023

It’s Alright AI (I’m Only Bleeding)

How do we balance the promise and perils of AI in the music industry? By understanding its dual nature and the effects it will have on both brands and people.

Brandingmag

14.08.2023

The Case for Internal Brands, and How to Manage Them

A look at the ongoing debate between being a house of brands or a branded house, and how team brands (versus corporate ones) can make employees less disengaged.

Brandingmag

20.07.2023

Building Strong Brands in the Metaverse Comes in Stages

Leading brands are exploring VR. Learn why transparency, inclusivity, and people-centered strategies are essential for brands in the Metaverse.

Brandingmag

19.07.2023

Heineken: Stay a Local Global Brand by Facilitating, Not Dictating

In this Branding over Wine podcast episode, Obabiyi Fagade, commercial development manager of global brands at Heineken, explains the importance of embracing the local while remaining open to global influences. In Africa’s emerging markets, for example, marketers have the opportunity to elevate local cultures in their brands, but they must be open to change and outside influences to do so.

Brandingmag

12.07.2023

For Microsoft, Seeing What Customers Really Want Takes “Wallowing in Reality”

Learn how to better understand your brands customer by not just acknowledging reality, but wallowing in it.

Brandingmag

10.07.2023

Exploring the Dynamic Interplay of Marketing, Branding, and Service Design

Learn how a deeper understanding of marketing, branding, and service design can help you reach sustainability and development goals.

Brandingmag

07.07.2023

Insights with Outsiders: Rob Blasko

Explore the world of cool brands with former Ozzy Osborne bassist and current entertainment marketing overlord at Liquid Death, Rob Blasko.

Brandingmag

06.07.2023

Brand Stretch: When, Why, and How?

Almost every brand wants to expand. Learn when its the right and wrong time to stretch your brand, and how to do it.

Brandingmag

05.07.2023

What Happens When Your Brand Purpose Becomes Dangerous?

Having brand values comes at a price. But what should a brand do when their brand values are met with a backlash, or worse violence?

Brandingmag

05.07.2023

Brand Entertainment: From Product Placement to Product Protagonist

Brand narratives and product placement have become entertainment. Learn how some of the greatest brands have reimagined their stories as films.

Brandingmag

03.07.2023

The Evolution of the Brand Consultant: From Generation to (Re)Generation

Explore how brand professionals can leverage the range of values, attitudes, temperaments and tech abilities that different generations bring to the industry.

Brandingmag

01.07.2023

Creating a Web3 Whisky Brand: An Interview with Georg Runge and Shenr-Jye Hon

Learn how a Web3 born brand can build a community-driven connection in Web2 with whisky enthusiasts and NFT holders.

home›Brandingmag›Marketing

Brandingmag - Marketing

Personal Brand Narratives: From Self-Assessment to Strategic Content

Brand Remix Culture and Gen Z’s Sonic Youth

Employee Value Propositions Aren't Really Working

Maggie Murphy & the Equal-Playing Football Club Brand

How Service Agreements Can Define Your Brand Promise

Blanding: Untangling the nuanced knot of brand design

Why Fashion Needs to Find Its Voice

The Cost of a Bad Employer Brand

ESG Empowerment: Brands Should Listen to Employees, Not Reactionary Politicians

As with Human Evolution, Brand Growth Is Found Amidst Dichotomies

Brand Strategy Spoilers: Stopping the Clock on Consumer Time Barriers

Solid Branding Means Niching for a Person, Not a Market

Why Are African Brands Not Going Global at Scale?

Debunking Apple's “Greatest Ad of All Time”

Thinking Different about Apple’s "Think Different" Campaign

Disconnected Sound in High Fashion's License-Obsessed Land

Brand Campaigns, Part 4: Why and When Should You Use Them?

Enter the AI-powered Mascot Paradigm of Brand Personification

Why Rebrand? Or Better Yet, Why Not?

Brand Campaigns, Part 3: How Does Brand Advertising Work?

Brand Campaigns, Part 2: Where Did They Come From?

Consumer Insight Makes for a Uniquely Influential CMO

Brand Campaigns, Part 1: What Exactly Are They?

De-positioning Mastery: Solving the Hero Pain Point

How Can We Help Brands Become Good Ancestors?

Brand Strategy Spoilers: People Decide on Cost, Not Price

6 Reasons to Prioritize Brand for Financial Success

Why Brand? First of All, You Have No Choice.

It’s Alright AI (I’m Only Bleeding)

The Case for Internal Brands, and How to Manage Them

Building Strong Brands in the Metaverse Comes in Stages

Heineken: Stay a Local Global Brand by Facilitating, Not Dictating

For Microsoft, Seeing What Customers Really Want Takes “Wallowing in Reality”

Exploring the Dynamic Interplay of Marketing, Branding, and Service Design

Insights with Outsiders: Rob Blasko

Brand Stretch: When, Why, and How?

What Happens When Your Brand Purpose Becomes Dangerous?

Brand Entertainment: From Product Placement to Product Protagonist

The Evolution of the Brand Consultant: From Generation to (Re)Generation

Creating a Web3 Whisky Brand: An Interview with Georg Runge and Shenr-Jye Hon

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