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All Posts Categorized: Brand Marketing Musings

Customer’s Emotions Affect Your Brand

Published July 8, 2009 by Jenn Soloway Comments: 0
Customer’s Emotions Affect Your Brand

Bill Cokas posted an informative article last week about the importance of managing your own VBP (or Vibrant Brand Personality)—steps you should take to project the proper image for your own (or your company’s) self-image. Today, I’m going to share an example of how not managing your VBP can cause a devastating situation for your…Keep Reading »

What’s Your Vibrant Brand Personality?

Published July 2, 2009 by Bill Cokas Comments: 2
What’s Your Vibrant Brand Personality?

We spend a lot of time marketing others around here, figuring out just what sets them apart from their competitors and trying to convince their customers of the same. Our method is called Vibrant Brand Personality, and it involves ascribing human characteristics to a brand, so people can better relate to it and to make…Keep Reading »

Taglines, branding & tourism

Published May 12, 2009 by Bill Cokas Comments: 3
Taglines, branding & tourism

Don’t get me wrong–I love taglines. I’ve written more than my share through the years, for brands like McDonald’s, Heinz, Samsonite, Nintendo, Fidelity Bank and Builders Mutual. A few even survive to this day. But a tagline is not synonymous with a brand. Done well, a tagline encapsulates the brand’s essence, experience or benefit. Done…Keep Reading »

‘Eye Candy’ Adds Perceived Value

Published April 21, 2009 by Jenn Soloway Comments: 2
‘Eye Candy’ Adds Perceived Value

Visually pleasing design – termed “eye candy” – is often treated as an afterthought to form, function, and usability of a product or service, particularly online. This article found at the blog A List Apart explains that this line of thinking can cripple your brand’s personality, before a customer even experiences using your product or…Keep Reading »

Geico: Missing the Mark

Published March 26, 2009 by Jenn Soloway Comments: 0
Geico: Missing the Mark

Geico has a history of staying memorable with off-beat commercials. And while I feel the Gecko has lost some of his luster in recent years I admit I used to love that little lizard. Their new commercials, however, leave me with a feeling of discomfort. Oh boy. I’ll begin with the positive: The song is…Keep Reading »

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