The folks at Sunkist, the well-established orange brand, are sharp marketers with their slogan, “An orange is an orange … unless it says Sunkist.” The real genius of Sunkist is how they positioned their brand by re-positioning all other oranges that don’t carry the Sunkist label. Those other… Continue Reading →
“Brand identity.” It just may be one of the more misunderstood and under-appreciated terms in marketing. More often than not, it seems people simply associate “Brand Identity” with the graphic identity of the brand — the logo, graphic design system, and perhaps… Continue Reading →
“The Only” That’s the most critical component of a brand positioning statement. It indicates your specific, unique place in the competitive brandscape. It’s your place and no one else’s. It’s not easy to figure out what that might be for… Continue Reading →
Brand Identity. Brand Image. Similar, but fundamentally different. Even marketers get them confused. Not to mention the graphic designers out there adding fuel to the confusion by crafting nifty visual or graphic identities (logos, etc.) under the guise of “brand… Continue Reading →
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