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...
by Carroll Ray | Apr 25, 2011
I’m a big fan of Southwest airlines. I like the brand. I like flying with them. To me, the Southwest brand is all about “simple, safe, fun, and affordable travel”. Southwest always seems to be one step ahead of the competition. While other carriers...
by Paul Tepperman | Nov 18, 2010
While visiting family recently, I brought up the story about the new Gap logo debacle. (In case you haven’t heard, the Gap recently presented a new logo on their website that was, to be kind, very poorly received. In a failed attempt to recover from this, Gap...
