by Paul Tepperman | Oct 16, 2012
Many companies, under pressure to get to market and generate revenue, will try to develop a new corporate or product brand as quickly as possible so they can begin to build brand awareness in the marketplace. This effort is typically spearheaded by an individual or...
by Carroll Ray | May 11, 2012
I saw a TV commercial this morning for Lord & Taylor. I was so struck by the campaign line, “OH MY LORD & TAYLOR”, I couldn’t decide which angle to take for this blog. I did a little research and found a few Web links referring to the...
by Paul Tepperman | Jan 6, 2012
Corporate and product guidelines have been in place for a long time. But guidelines can be used for other purposes as well. Take the case of one of our clients — Z Corporation (now part of 3D Systems). Z Corporation produces 3D printers that build three-dimensional...
by Paul Tepperman | Dec 29, 2011
Building a brand from scratch takes considerable time and attention. But too often, in an effort to launch a new company or product, branding hasn’t always gotten the attention it deserves. The reasons are understandable: There are so many things needed to be done....
by Paul Tepperman | Oct 3, 2011
There used to be trends — in art, music, fashion, and even business communications. I’m talking about real trends. Trends with lasting power — not some style du jour. But today, many styles or philosophies seem to co-exist. Instead of a meal with an entree of filet...
by Carroll Ray | Sep 22, 2011
Politicians grasp the concept of branding. However, like much of what they grasp, they have misused and abused the practice. Here are the parts they get. Anyone running for President must: – carve out a unique position which will separate them from their...
