www.brandUNITY.com
| March 2006 | Vol I, Issue 1
Welcome
to the Inaugural Issue of brandUNITY's
BRAND
STRATEGIES:
Increasing returns on your marketing
programs
BRAND STRATEGY 2006
In the crowded businesses of cell phones, coffee blends, and
tennis shoes, sophisticated research and detailed brand planning
are hallmark of the corporations that grow.
Studying the lessons learned by large corporations who have
gained market share despite well-endowed challengers will
show us new paths to success for our own businesses.
Recognizable corporate brands are unified and aligned across
all customer touch points. Customer perceptions, thoughts,
emotions, and attitudes are shaped by repeated, interactive
experiences with the brand's personality. How is this unity
accomplished?
Each month, in this BRAND STRATEGIES eNEWSLETTER, we
will explore how large corporations have built exceptional
brand definition and powerful market share. We'll apply strategies
that the big guys use, to small and medium sized business
branding, showing ways to improve our own marketing return
on investment (ROI). We invite you to stick with us.
brandUNITY's
Newest Project Releases:
Unified identity, print, and web campaigns, planned and
executed to improve our Clients' ROI.
www.DonRooks.com
JUST LAUNCHED THIS WEEK! Elegant waterfront properties
on a semi-rural island, 35 minutes across the Puget Sound
by ferry from downtown Seattle; Don Rooks at John L. Scott
Real Estate helps residential buyers and sellers make exceptional
investments.
www.OttoGreule.com
Architectural and fine art photographer, Otto Greule, called
on brandUNITY for a complete identity redesign from logo
through business papers and website. Take a look at his
extraordinary work in this new portfolio site.
www.VanLumen.com
A distinctive lighting company, VanLumen offers architects
and designers professionally created and manufactured architectural
lighting solutions for commercial and residential projects.
From custom wall sconces, collaboratively created chandeliers
made from metal and fused glass, to a wide selection of
pre-designed company products, VanLumen brings new meaning
to light.
www.StonefireStudios.com
Traditional jewelry is commonly faceted -- a highly precise
technique applied frequently to diamonds. With MFA and BA
in Fine Art, Joy Houghton challenges the gem world by revealing
the unexpected translucence of priceless stones in a new
art form. Despite faceting's long-standing tradition of
increasing gem value, Joy refuses to apply faceting to valuable
stones. Recently asked to exhibit at the Carnegie, Stonefire
Studios is a business to watch.
IN
THE NEXT SERIES of brandUNITY's
BRAND STRATEGIES:
Increasing returns on your marketing
programs
The Umbrella Strategy: applying abstracted qualities
to a parent brand, then apply functional sub_personalities
to products, strengthening brand presence across a multitude
of customer offerings, all under one umbrella: example,
WRQattachmate.
The
Power of Brand: the stories you tell about your past
shape your future; example Nike. New employee orientation
at Nike takes two full days, beginning with the details
of Nike’s heritage. Connecting people to the heritage
increases the chances of emotional connection and loyalty.
The Logo Saga: how much battle scaring does it take
to produce a great identity? Strong logos often change over
time, re-focusing core brand strengths and differentiating
markets. Here’s how one company, called Starbucks,
refined its visual brand.
We
warmly welcome you to stay subscribed as we explore the knowledge
base of corporate branding, revealing strategies for building
your own marketing campaigns more efficiently.
Questions
or Comments? Please contact us at brandUNITY: enews@brandUNITY.com
|
