Ideas Are As Fragile As The Backbones Behind Them
This cartoon by amazing marketing cartoonist Tom Fishburne and my headline – a quote from Jason Fox @LeeClowsBeard sums up why many companies are failing at innovation. It is amazing to see the solutions teams think-up in brainstorming/strategy sessions. The team arrived at the meeting space bright and early with doubt and challenges. After a long – at times stressful …
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Starbucks: Trying To Be All Things, To All People
I saw this ad today on Facebook, for Starbucks Blonde Roast Coffee. *sigh* In addition to being awkward to order: “I’d like a tall blonde with whip, please.” It isn’t helping Starbucks be remarkable, or stand out… It is causing them to blend in. What made Starbucks remarkable A secret to Starbucks success was their dark roast. It was a …
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What are Key Components to Include in a Brand Style Guide?
POINT: Paul Williams There are two types of information that may be included in a Brand Style Guide. I’m going to refer to the entire package of tools as Brand Identity & Standards Guide. The first type of information has to do with the brand identity elements – logo, color scheme, font usage, etc… The second documents corporate guidelines – …
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Why is a Brand Style Guide Important?
POINT: John Moore A Brand Style Guide is important for businesses of all sizes. It’s a must have when working with outside vendors and with departments inside a company to ensure everyone is using the company’s logo in a consistent and correct manner. The size of your business will determine the level of detail needed in a Brand Style Guide. …
Read MoreCan a Brand be Built without a Large Budget?
POINT: Paul Williams Yes. And brands with big budgets can fail. But what’s considered large, anyhow? Dunkin’ Donuts will spend more to launch a single product than what Starbucks allocates for their total annual marketing budget. Large is in the eye of the marketer.
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