Branding 360 Archives

Brand as Defense Against Attack

Branding 360, Nonprofits

Posted on February 14, 2011May 22, 2024 by James Heaton

Branding is often managed like a propaganda war for the hearts and minds of brand consumers. This aligns with Wikipedia’s basic description of propaganda: “As opposed to

Design and Price Point

Advertising & Marketing, Branding 360

Posted on February 7, 2011August 15, 2024 by James Heaton

We recently had a small web project for a client that sells a very expensive service. Over many years they had built up a successful business, and

Brand Fatigue

Branding 360, Other thoughts

Posted on January 2, 2011October 24, 2024 by James Heaton

My concern with brand fatigue is not that people become tired of a brand, but rather that businesses and nonprofits become prematurely tired of their own brand

Brand Health: You have a brand, is it well managed?

Branding 360

Posted on December 10, 2010August 5, 2024 by James Heaton

A strong brand is not a luxury to be enjoyed only by companies like Nike or Coca-Cola. It is a key factor in the success and prosperity

Pei Partnership Architects

Branding 360

Posted on November 19, 2010May 22, 2024 by Tronvig

“Substantial and immediate improvements to our website and online visitor traffic. Prompt and insightful guidance throughout the process. A great way to start off the new year!”

Brand Truth

Branding 360, News, Nonprofits

Posted on September 20, 2010October 22, 2024 by James Heaton

Our statement about brand truth—”We prefer truth. It gets you farther faster and holds tremendous power.“—was recently criticized on Twitter for being “grand and presumptuous.” My first

The Business of Demand Creation

Advertising & Marketing, Branding 360, Healthcare

Posted on September 1, 2010August 15, 2024 by James Heaton

I was asked to explain what I mean when I say, as I often do, “We are not in the business of demand creation.” I usually go

Invisible Consequences: How Branding Impacts B2B Sales

Branding 360, Financial Services

Posted on July 26, 2010May 22, 2024 by James Heaton

How do you get new clients? If you sell B2B, the short answer is probably “relationships.” Almost.

To Brand or Not To Brand (Branding for Law Firms)

Branding 360

Posted on July 4, 2010May 22, 2024 by James Heaton

An article on June 15th in the Wall Street Journal by Nathan Koppel noted that “Law firms, particularly those that represent plaintiffs, are increasingly devoting resources to