by Paul Tepperman | Oct 15, 2018
A brand is sometimes thought of as a mask or outer facade that the company creates for public view, allowing it to dictate how people will perceive it. Sorry, but that’s wishful thinking. The brand needs to be an accurate representation of a company and...
by Paul Tepperman | Oct 1, 2018
A brand is more than skin deep. It permeates into all aspects of a company, sometimes in unexpected ways. Here are three examples you might not be aware of. SEO Branding defines some of the most critical aspects of your company, including the messaging,...
by Carroll Ray | Sep 24, 2018
When conducting competitive brand research for clients, I find that more and more tech company brands are looking and sounding more and more alike. That’s not branding, that’s the exact opposite of branding. The point of your brand is to distinguish your...
by Paul Tepperman | Sep 11, 2018
Companies devote a lot of time, energy, and resources developing a product. This can put a lot of pressure to launch as quickly as possible. Startups, companies with limited resources, or those having to procure additional funding can feel even more pressure to get to...
by Paul Tepperman | Nov 21, 2017
Over the course of my career working on many branding projects, my clients have told me some amazing stories about their company or products — what the impetus for them was, what obstacles they faced and overcame, their obsession to detail, a time when they provided...
by Paul Tepperman | Dec 21, 2012
At some point in the course of product development, the task of applying your brand to the hardware or software comes into play. Too often, it boils down to a late-addition exercise in labeling — where and how to place the logo and color. What this seems to imply is...
