ABOUT THE AUTHOR: Susan Gunelius
Susan Gunelius, MBA is a 25-year marketing and branding expert and President and CEO of KeySplash Creative, Inc., a marketing communications company. She is the author of 10 books about marketing, branding and social media, and her marketing-related articles appear on top media websites such as Entrepreneur.com and Forbes.com. She is also the Founder and Editor in Chief of WomenOnBusiness.com, an award-winning blog for business women.
Rebranding Essentials – Part 3: Rebranding Research

Rebranding Essentials – Part 3: Rebranding Research

In Parts 1 and 2 of the Rebranding Essentials series, you learned about why rebrandings happen and the 10 steps of rebranding. You can follow the preceding links to read those posts now and catch up. Now, it’s time for Part 3 of the series which teaches you about the research you need to do before you can move forward to the creative process of rebranding. Read more

Rebranding Essentials – Part 2: Rebranding Steps

Rebranding Essentials – Part 2: Rebranding Steps

In Part 1 of the Rebranding Essentials series, you learned about why rebrandings happen. If you didn’t read that post to learn about the proactive and reactive reasons for rebranding, go and read it now. If you don’t know why you’re rebranding, you can’t effectively execute the rebranding steps discussed in this post. Read more

Rebranding Essentials – Part 1: Why Rebrand?

Rebranding Essentials – Part 1: Why Rebrand?

A few weeks ago, I wrote a series of posts on the AYTM blog that answer two fundamental branding questions — what is a brand and how to brand? Now, it’s time to learn about the process of rebranding in the new Rebranding Essentials series. Read more

How to Brand – Part 6: Monitor Brand Perception

How to Brand – Part 6: Monitor Brand Perception

Stop right there! Time to catch up by reading Part 1, Part 2, Part 3, Part 4, and Part 5 of the How to Brand series. When you’re done, come back to this article to learn how to put everything together to ensure your brand is ready for long-term success. Read more

Rebranding Budweiser – New Packaging for the All-American Beer

Rebranding Budweiser – New Packaging for the All-American Beer

Although Budweiser is currently part of Anheuser-Busch InBev and is technically a Belgium company, it has retained its brand image as the “All-American Beer” with its red, white and blue can, sponsorship of All-American sports like NASCAR, and an American heritage that began in 1876 out of St. Louis, Missouri. Read more

How to Brand – Part 5: Develop Emotional Involvement and Branded Experiences

How to Brand – Part 5: Develop Emotional Involvement and Branded Experiences

If you haven’t read Part 1, Part 2, Part 3, and Part 4 of the How to Brand series, follow the links and read them now. You can’t develop emotional involvement in your brand and create branded experiences (as you learn here in Part 5), if you haven’t done the preceding steps. Once you’ve read those articles, it’s time to create the kind of emotional involvement in your brand that leads to brand loyalty and word-of-mouth marketing. Read more

How to Brand – Part 4: Educate People about Your Brand

How to Brand – Part 4: Educate People about Your Brand

In Part 1, Part 2, and Part 3 of the How to Brand series, you learned how to create a brand that people will want to buy. Today, it’s time to learn about brand education. It’s time to take your brand out into the world by educating internal and external audiences about your brand promise, values, message, and image. Read more

How to Brand – Part 3: Create Brand Messages and Brand Image

How to Brand – Part 3: Create Brand Messages and Brand Image

Before you read any further, take a few minutes to catch up by reading Part 1 and Part 2 of the How to Brand series. You’ll need to understand the information in those articles before you can create your brand messages and image as discussed here in Part 3. Read more

How to Brand – Part 2: Identify Brand Values

How to Brand – Part 2: Identify Brand Values

As you learned in Part 1 of the How to Brand series, the first step to branding is researching your market and consumers. Next, you need to identify your brand values, which starts with defining your unique value proposition. Read more

How to Brand – Part 1: Research the Market and Consumers

How to Brand – Part 1: Research the Market and Consumers

Before you can learn how to brand, you need to understand what a brand is. If you haven’t already read my 6-part What Is a Brand? series, follow the link to read it now. Read more

Top Global Green Brands of 2011 Revealed

Top Global Green Brands of 2011 Revealed

This week, Interbrand released its list of the best global green brands of 2011, and it’s a great example of well-executed research. In a time when greenwashing abounds and consumers actively seek to purchase environmentally-friendly brands that walk the walk and talk the talk, Interbrand’s study provides a perfect combination of brand performance and brand perception to deliver a list of the top global green brands. Read more

What Is a Brand? Part 5 – The Brand Persona

What Is a Brand? Part 5 – The Brand Persona

What is branding?In Part 4 of the What Is a Brand? series, you learn how to develop your brand persona. If you missed Part 1, Part 2, Part 3, or Part 4 of this series, follow the preceding links to catch up.
Read more

What Is a Brand? Part 4 – Brand Expectations

What Is a Brand? Part 4 – Brand Expectations

Brand expectations are the topic for Part 4 of the What Is a Brand? series. If you missed Part 1, Part 2, or Part 3, follow the preceding links to read them. You’ll need to understand the information provided earlier in the series to fully benefit from Part 4.
Read more

What Is a Brand? Part 3 – Brand Perceptions

What Is a Brand? Part 3 – Brand Perceptions

Welcome to the What Is a Brand? series, where you will learn about building brand perceptions. If you missed Part 1 or Part 2, follow the preceding links to read them now.
Read more

Brand Promise Failure – Rupert Murdoch, News Corp, Perez Hilton and Shaving Cream Pie

Brand Promise Failure – Rupert Murdoch, News Corp, Perez Hilton and Shaving Cream Pie

What do Rupert Murdoch, News Corp. Perez Hilton, and shaving cream pie have in common?

I bet you never thought you’d hear those 4 things in the same sentence. Read more

What is a Brand? Part 2 – The Brand Promise

What is a Brand? Part 2 – The Brand Promise

As you learned in Part 1 of the What is a Brand? series, your brand is a promise to consumers. In essence, you’re promising something to consumers when they purchase a product or service with your brand name on it. That promise evokes emotions that can be very powerful, because it’s those emotional connections to your brand that lead to repurchases, word-of-mouth marketing, and brand loyalty.
Read more

What is a Brand? Part 1 – 5 Factors that Define a Brand

What is a Brand? Part 1 – 5 Factors that Define a Brand

The concept of branding is a confusing topic that many seasoned marketers don’t even clearly understand. What is a brand? What is branding? It seems like a simple question, but the answer is anything but simple. If you’re confused by your brand, your customers will be confused, too. The last thing you want to do is waste time and money by developing a weak brand.
Read more