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Mascots in B2B: The Secret Weapon You’re Probably Ignoring - The Branding Journal
When I think of mascots, I think of Japan, sports teams, Smokey the Bear, and Clippy. But if you’ve been paying attention, you’ll notice they’ve been quietly infiltrating the world of B2B. And the results are better than you think. From Salesforce’s Astro to Mailchimp’s Freddie, B2B companies are embracing…
The Power of Authentic Greek Identity: How Greek Brands Can Stand Out Globally - The Branding Journal
In today's crowded global marketplace, how can Greek businesses truly stand out and connect with consumers? The key just might lie in embracing the rich, authentic Greek identity, which blends history, food, and hospitality. Greek identity is much more than iconic ruins and stunning islands. I would describe it as…
Brand Marketers, Meet the Moment: How Empathy and Personalization Can Ease Consumer Anxiety During Tariff Turbulence - The Branding Journal
Tariffs are dominating the economic headlines and are hitting American consumers in terms of actual price increases and fears of further price increases and the recession predicted by some respected economists. As costs rise on imported goods, shoppers are responding quickly: cutting back, switching brands, and rethinking purchases across categories.…
Steering the Brand Journey: What To Do When Your Audience Takes the Wheel - The Branding Journal
On a recent Sunday afternoon, my social scrolling caused me to stumble on a new symbolism for Diet Coke trending on social media. As both a brand strategist and a recovered Diet Coke addict, I was kind of fascinated. Diet Coke markets itself as the preferred beverage for its “crisp,…
Demystifying Brand Ambassadors: A Clear Guide with Practical Tips - The Branding Journal
Ever wondered what exactly a brand ambassador does and how they can boost your business? With so many types and roles, it’s easy to feel overwhelmed. We’re here to break it down and offer tips for brands looking to use brand ambassadors effectively.
The Overlooked Power of Brand Familiarity: Psychological Factors and Hidden Benefits - The Branding Journal
Picture yourself walking into a coffee shop, where a perfect aroma of freshly brewed coffee welcomes you. The warmth of the barista's smile greets you, and the cleverly chosen colors, paired with cheeky messages, charmingly brighten your day. You don't need to check the menu, you already know what you…
New Coke: A Classic Branding Case Study on a Major Product Change Failure - The Branding Journal
The launch of “New Coke” 40 years ago, in 1985, is one of the most famous case studies in the world of branding and marketing. Explore what went wrong with New Coke and the branding lessons learned from this iconic marketing case.
Personality-Based Branding: Connecting with Introverts, Ambiverts, and Extroverts - The Branding Journal
Every day, we make around 35.000 decisions, of which nearly 95% are subconscious and around 5% conscious, each guided by how we feel. In branding, emotions play a central role too, just as they do in all our daily activities. A brand connects with people by creating personalized experiences that…
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…