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Integrating AI UGC with your existing marketing strategies - How Brands Are Built
SHAREThis post is sponsored by Tagshop. In today’s fast-paced digital landscape, brands are constantly seeking innovative ways to connect with their audience and stand out amidst the noise. One powerful trend that’s reshaping the marketing ecosystem is AI-powered User-Generated Content (UGC) advertising. By blending the authenticity of UGC with the intelligence of artificial intelligence, marketers […]
"Brand love" won't save your soul - How Brands Are Built
SHAREAuthor’s note: This article begins with the premise that “brand love” is a fantasy that doesn’t drive sales. I won’t waste time explaining that here, as I’ve written about it before and the evidence is easy to find if you’re looking for it. This article isn’t about effectiveness. It’s about the ethical problem of trying […]
Why brand localization matters: connecting with global audiences - How Brands Are Built
SHAREIn today’s oversaturated info space, brands more than ever need to foster authentic relationships with customers, offering them meanings, values, and genuine connection rather than just products and services. This knowledge of your audience and on-level communication is difficult enough in one market. When you need to transplant all this intricate system onto new soil, […]
Four essential questions to future-proof your brand tracker in 2025 - How Brands Are Built
SHAREIs your brand tracker ready for the future? Will it thrive in the ever-evolving digital landscape of 2025? For years, brands have relied on tracking studies to monitor changes over time, optimize product development, and assess campaign effectiveness. But are tracker studies still fit for purpose in an uncertain world? While the answer is very […]
The importance of building a "human" brand in a digital world - How Brands Are Built
SHARE Being a “human” brand involves being approachable and relatable in an industry dominated by corporate jargon and robotic interactions. It’s about creating real connections with your audience by speaking their language, addressing their needs, and showcasing the people and values behind your business. When an enterprise feels human, customers engage with its content and […]
The Jaguar rebrand was just the first misstep - How Brands Are Built
SHARE I decided to wait and see the car before sharing my point of view on the recent Jaguar rebrand. Well, I’ve just seen the concept car, and … it hasn’t changed my point of view. The Jaguar rebrand so far Let’s quickly recap what’s happened so far (in case you somehow avoided […]
Creating a signature sound: The art and science of sonic branding - How Brands Are Built
SHARE Brands live in a world where they are constantly competing for attention. While logos, colors, and taglines help you stand out, sound is emerging as an equally powerful tool. Today, more businesses are experimenting with sonic branding and realizing its effects on creating emotionally resonant experiences. WHAT IS SONIC BRANDING? Sonic branding is […]
The intersection of branding, psychology, and biology: Driving long-term conversion rates - How Brands Are Built
SHARE Branding, psychology, and biology converge in a complex interplay that taps into fundamental aspects of how we think, feel, and respond. Each element is crucial in shaping a how a brand is perceived, underscoring the profound impact brands have on our minds. They evoke emotions, shape perceptions and influence decisions in both overt and […]
Abbreviating your brand name? Here are five mistakes to avoid - How Brands Are Built
SHARE Abbreviating your brand name can be a strategic move that enhances recognition and memorability. However, it may come with pitfalls. How you abbreviate a brand name can cause issues that may keep your business from thriving. Before you make this important move, carefully consider these top mistakes to avoid to maintain your brand’s integrity […]
Subtle brand signals: mastering recognition in a digital era - How Brands Are Built
SHARE In the vast and dynamic world of marketing, subtle brand signals have become an art form. The ability to communicate a brand’s essence—its identity, values, and promise—with minimalistic yet impactful cues is crucial. Brands must navigate this delicate balance carefully, especially in a landscape dominated by data analytics, AI, and the empowered consumer. […]
Want to elevate your video marketing? Start leveraging emerging video technologies - How Brands Are Built
SHARE Modern-day consumers are savvier than ever. They have immediate access to information about brands, they expect accountability and transparency from their favorite brands, and they want rapid responses to questions and concerns. Often, video marketing is the solution. Videos offer easily digestible information in an engaging way that appeals to consumers. Perhaps that’s why […]
On AI, brand naming, and Monika - How Brands Are Built
SHARE Last month, Fast Company published an article titled “Naming a brand can cost more than $50,000. This new AI-powered service will do it for much less.” The piece introduces Monika, “an AI-infused platform that promises users 20 solid brand names in five days for a flat fee of $5,000.” According to Monika’s founders, this […]
The behavior of overwhelmed brands in today's market - How Brands Are Built
SHARE Throughout the evolution of mankind, brands have gradually moved away from a seemingly simple approach to communication. From its beginnings around 2,700 BCE, the practice of branding has evolved to increasingly intellectual levels. Simple became complicated; complicated became simple again. Ultimately, simplicity should be the most effective way … but is it still sufficient […]
The Brand Names Report - How Brands Are Built
SHARETo make good on my promise to publish the Brand Names Report in February, I’m posting this today (Leap Day!) with a link to download the full report. I’ll return to this post soon and provide more detail. Today marks the publication of my inaugural Brand Names Report. The idea for this report came from […]
Is brand important? It depends - How Brands Are Built
SHARE Barry Silverman, a 30-year marketing veteran, recently earned his PhD in marketing. His dissertation was on the importance on brand and the changing role it plays in the consumer’s decision process. Here, Silverman breaks down his research findings, why they’re important, and how marketers can put them to use. Marketers and researchers have studied […]
The impact of brand purpose: incorporating social and environmental responsibility - How Brands Are Built
SHAREThis post is sponsored by SignalHire. Explore the transformative power of brand purpose, where businesses merge profit with environmental and social responsibility for lasting impact. In the vast landscape of the business world, traditional brands stand as static billboards, declaring their message loud and proud. Though eye-catching, these billboards are unchanging landmarks in a world in […]
How to launch a brand, from planning to execution - How Brands Are Built
SHARE You’ve got the brand. You’ve got the logo. And you’ve got the website. But do you know how to launch a brand? It’s time to make some noise with a well-executed brand launch. You may be asking: What are the best practices for launching a brand? What could go wrong, and how can I […]
The best logo designers of all time - How Brands Are Built
SHAREThis article was written with the assistance of AI. It has been edited and fact-checked by humans. Logo design is a crucial element in establishing a brand’s identity and communicating its values. Skillfully crafted logos can convey professionalism, trustworthiness, and quality, and they have the power to make a lasting impact on consumers. Throughout history, […]
The top branding experts to follow in 2023 - How Brands Are Built
SHARE Who are the top branding experts to follow in 2023? “Top” is a subjective term. Instead, I’m going to offer eight individuals who are inarguably branding experts and explain why I think they’re among the best in various categories. I’ll include those who are experts at branding on social media, those with best-selling books, […]
Brand naming course review: Fundamentals of Memorable Brand Naming with Rob Meyerson - How Brands Are Built
SHARE TL; DR: Names impact the longevity and prosperity of a business. This brand naming course teaches you how to properly develop professional quality and effective brand names. If you could optimize one of, if not the most encountered assets of a business or brand would you? Who wouldn’t? Why shortchange your sales, brand salience, […]
Brand renaming: Avoid these 7 big rebranding mistakes - How Brands Are Built
SHAREWhen companies ask my advice on brand renaming, my answer is typically to avoid change as much as possible. Consistency is so important to building a strong brand over time, and repetition is key to consistency. Right about when we’re getting sick of repeating our brand name is when our customers finally start to remember […]
The psychology behind developing brand loyalty - How Brands Are Built
SHAREThis post is sponsored by DesignRush. Branding is essential for the success of your business. Your products or services may be the best quality and your prices the most competitive. But when your branding is not on point, you’re losing on the customer front. Branding is what makes you stand out. It’s what makes your […]