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Unseen Impact: How Website Design Shapes Brand Perception - The Branding Journal
"Perception" is not a very conscious process. Think of our brains like AI on steroids. We process an infinite number of signals instantaneously and without even realizing it. What results is a picture that represents how we think about things, feel about things, and relate to things. Your brand sends…
Jaguar Hits the Reset Button and Emerges as a Completely New Brand - The Branding Journal
Like Twitter's transformation into X, Jaguar's new brand stands as one of the most dramatic rebrands we've seen, not just this year, but possibly in the entire decade. Jaguar has launched a new brand strategy and identity, leaving behind everything that defined them: the iconic logo, the British heritage, the…
What Manhole Covers Can Teach Us About Branding - The Branding Journal
An odd title, to be sure. After all, what does branding have to do with manhole covers? Branding, like virtually all other disciplines, can impart lessons that are cross-functional, transcending the entire realm of marketing into something much more utilitarian. Of course, the opposite is also true, with advancements in…
Dove vs. Greenpeace: What This Campaign Teaches Us About Brand Purpose and Reputation - The Branding Journal
As Dove celebrates the 20th anniversary of its iconic Real Beauty campaign, a dark cloud looms over the brand. Greenpeace, through a new impactful campaign, highlights the negative environmental impact of the brand, creating a contrast with its image as a promoter of responsible beauty. About Dove's 'Real Beauty' Campaign…
Brand Value Proposition: What Is It and How to Create One? - The Branding Journal
What is the main challenge faced by brands? One might think that securing investment, creating quality products, standing out, and making sales are the key obstacles brand owners encounter. These are indeed important, but if we want to put it simply, the main challenge for a brand is to matter…
The Importance of Brand Localization (+ Successful Examples) - The Branding Journal
The internet has opened up more opportunities than we ever imagined. Now, businesses across all industries have the power to reach customers across borders and cultures. But to make the most of this situation, you need strong branding, which includes a solid brand localization strategy. When you want to reach…
7 Areas You Should Nurture to Become a Better Brand Strategist - The Branding Journal
Mastering strategic branding is a complex task. In a world that changes quickly, with new brands appearing all the time and business rules evolving, it's hard to keep up with trends and find special ways to build relevant brands. To stay ahead of the curve and create effective brand strategies, it's…
Illuminating the Shadows: Crafting an Authentic Employer Brand by Embracing Your Downsides - The Branding Journal
Employer branding has to attract and repel in equal measure. It wants to attract only the perfect candidate without anyone else applying. That requires communicating the job’s “downside” as much as it is about talking about what it offers.
Lava, Land, and Labels: Rebranding Anakena Wines for the Global Market - The Branding Journal
Anakena is a Chilean wine brand owned by the Australian producer Accolade Wines. The brand, located in the Cachapoal Valley in Central Chile, aimed to create new packaging and establish a new brand strategy, including naming and storytelling, to better represent its brand identity. DAf, a specialized creative agency with…
Sustainability as the 'Modern Sacred': Restoring Marketing to the Position of Power - The Branding Journal
The task at hand for branders and marketers is to learn how to serve two masters at the same time: the brands and the planet. In this article, I explain why 'do-gooder marketing' fails at this task and offer an alternative approach: hierophanic marketing. This new approach, I believe, can…
Raw Authenticity in Action: How CEOs are Transforming Brand Communication - The Branding Journal
The world of CEO branding seems to have swapped out its three-piece suit for its favorite pair of jeans and pulled up a chair to chat with friends. It's a shift I've been watching closely, and frankly, it's both refreshing and overdue.
9 Best Practices to Keeping Your Brand's Core Values True and Alive - The Branding Journal
The values that define your brand are what make it relatable and resonate with your target audience. By staying true to these core values, you foster authenticity and create the opportunity to gain the desired traction. However, remaining faithful to your brand's core values and keeping them alive can be…