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Category: Brand Development


Coke’s pushing the envelope

Sooner or later a top brand will have to raise the anti so that they don’t blend in with the rest of competitors. Here is a newly designed line of Bottles by Coke. Very differentiating and fun. Definitely out of the norm. And notice that the value is not in the product itself but in ...Continue Reading...

Creating Community

Have you ever wondered what kills a brand? I think constantly about this. But I spend most of my thought on the other side of this question. What builds a brand? On Sunday I was flying from Phoenix into Philadelphia. It was during the Eagles second playoff game and it was a full plane. Usually ...Continue Reading...

Top 20 Mistakes Marketers Make When Rebranding

This is a list of mistakes published by my friend Anaezi Modu, the founder and Executive Director of ReBrand. ReBrand recognizes the world’s most effective rebrands in its annual ReBrand 100® Global Awards. This program has become the benchmark award for the brand development community over the last 5 years. They’ll make you smile…enjoy! 1. ...Continue Reading...

The Value of the Antagonist

Anything worth achieving has someone, something or a group of someone’s and something’s standing in the way. This is the problem that must be hurtled to achieve the vision you set out to complete. Apple has PC, Salesforce has software applications, General Mills has Kashi, older organizations have change and David had Goliath. Opposition is ...Continue Reading...

Can a small business build a brand?

I often hear the question “can a small business build a brand?” The truth of the matter is, every organization has a brand. The question should be, “how does a small organization leverage its brand?”   If you focus on delivering excellence to your market (defined by your markets viewpoint) you will be growing your ...Continue Reading...

Brand – More Reach, Better Content, Or Both?

About 95% of brands focus their efforts on reach without content. Reach is executed through punchy headlines; huge twitter followings and media blitzes. Reach drives response. But reach without content breads consumer resentment. A better formula is to focus on delivering great content and then develop a reach program to direct the market to it. ...Continue Reading...

Create Momentum

Hope is the seed of momentum. And the way to create hope is to get rid of the people, products or services that everyone knows need to be cut. Then hire positive vision....Continue Reading...

Primary Message- Pain, Health or Inspiration?

Most marketing messages in a bad economy focus on pain, where in a prosperous economy they focus on health. The reason is because most people can’t see past their toes when things are bad, or when fear creeps in. But when things are good or seem to be, the mountain ahead of them is in ...Continue Reading...

Clients We Have Helped

  • RZIM
  • Billy Graham
  • ECFA
  • Younglife
  • Moody