In Parts 1-3 of the Brand Color Theory and Practice series, you learned why color matters, how color can make or break a brand, and what colors mean. Follow the preceding links to read each part if you missed them, because this article puts all of those lessons into practice by introducing you to some great examples of companies that use brand color as a core component of their brand-building success strategy. Read more
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Brand Color Theory and Practice – Part 3: Color Meanings and Color PsychologyYour brand color palette can have an immediate and profound effect on the people who see it. That effect varies by color and often by the cultural and regional backgrounds of those people. Even the hue or intensity of a color can change the way people perceive it and how they feel about it. In other words, choosing your brand color palette is not a task to be taken lightly. Read more |
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Brand Color Theory and Practice – Part 1: Why Color Matters to BrandsWhat is your brand color? Did you spend time selecting the best color to consistently and effectively communicate your brand promise or did you just pick a color you like? Did you consider color psychology and the theories of color marketing and color branding? Many brands get it right when they choose a brand color, but even more get it wrong. In my new Brand Color Theory and Practice series, you get to see how brands are using color, how it’s helping their businesses grow, and how you can make sure you’re using color the right way to build your brand. |
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Bentley and Paris Hilton: When Celebrities Damage a Brand ReputationWhat do you think of when you think of the Bentley brand? What is its brand reputation? What do you think of when you think of Paris Hilton? Do these two brand reputations match? Bentley doesn’t think so. While it may seem to be great exposure when a celebrity uses a brand, it’s not always a good thing. In fact, sometimes it’s a very, very bad thing. Read more |
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Match the Brand Personality with the BrandIn my previous post, I explained the importance of developing your brand personality in order to create emotional connections with consumers that lead to brand loyalty and word-of-mouth marketing. Now, it’s time to have some fun by matching brand personalities with celebrities to explain how consumer perceptions of your brand can affect it in positive and negative ways. Read more |
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Brand Personality – Is Your Brand Popular or a Wallflower?Brand personality is a key component of every brand because it’s the perceived personality of a brand that attracts consumers to it. People innately want to associate themselves with brands that they believe will not only deliver the tangible results and benefits they need, but also the emotional benefits they want. Read more |
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Branding the Right Way – Rebranding Volkswagen BeetleTime for another article in the Branding the Right Way series! If you missed the previous article in the series about rebranding FedEx, follow the preceding link to check it out. Today’s article features another successful rebranding effort — Volkswagen Beetle. Who would have thought 20 years ago that a modernized Love Bug would not only be accepted but regain its cult brand status! It’s a great story to learn about how the power of a brand can live for a very long time. Read more |
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Brand Champion Examples to Learn FromEvery business needs a brand champion to embody the brand, advocate it, and guard it. To succeed, this person needs buy-in at the executive level to educate people about the brand (both external brand building as well as internal branding) and to build brand equity. Every member of the organization should believe in the brand, and the brand champion’s role is to make sure that happens. But which brand champions have gotten it right? Read more |
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Brand Equity Basics – Part 2: How to Build Brand EquityIn Part 1 of the Brand Equity Basics series, I answered the question, “What Is Brand Equity?” Today, it’s time to learn how to build positive brand equity, so your brand becomes a valuable asset to your organization. Whether you’re launching a new brand or managing an established brand, you should continuously be working to build its equity. Read more |
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Repetition Isn’t Just For Schoolchildren: Creative Reporting Strategies for Promoting Survey ResultsWhen you’ve completed an online survey project using Ask Your Target Market, you automatically get a report which includes all your basic data and a set of crisp charts and graphs. In many cases, though, you’ll need to create additional reporting to meet the needs of different audiences. These might be company executives who like a PowerPoint version, or perhaps a particular department that prefers more written analysis. While the AYTM report alone may be adequate for some projects, in many cases you’ll likely need to create additional deliverables. Read more |
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Netflix Price Increase Is Top Reason Customers Are FleeingNetflix is in trouble, and a recent price hike is not helping. This is a company that built a business model which nearly destroyed competitors like Blockbuster. However, turnabout is fair play, and new competition is now putting the heat on Netflix. On top of that, Netflix is also a victim of its own success. AYTM surveyed Netflix customers to learn what they think about the 60% Netflix price increase that caused 1 million subscribers to cancel their accounts over the past few months. The results make the answer quite clear. Read more |
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Extreme Makeover… for Survey Questions!Avocado colored appliances and wood-grain paneling from the ‘80’s. Bold plaids and shag carpet from the ‘70’s. Worn linoleum and tarnished chrome from the ’60’s… What this house needs is a makeover! And while we’re at it, let’s take a look at your survey questions. Far too often they’re in the same dire need of an update; following are two areas that frequently need attention. Read more |
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How to Brand Like Steve Jobs and AppleIn the wake of Steve Jobs’ resignation as CEO of Apple, the company he built not once but twice, I thought it would be a good time to reflect on the 5 key lessons Steve Jobs and Apple have taught us about how to brand. In my How to Brand series here on AYTM, I discussed the six primary steps of branding: research, values, messaging, education, experiences, and perception. But for Apple, there is more to the story of how to brand that you can learn from. Read more |
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Brand Promise Refresh for Petco Brings New Logo and TaglineWhat is Petco’s brand promise? What does the Petco brand mean to you? Is that brand promise any different from Petco’s competitors such as PetSmart? Petco hopes a new logo and tagline will help you understand. Read more |
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Logo Testing: A Framework for Analyzing Your Survey Results, Part 2In our previous article, Logo Testing: Your Target Market Can Help You Pick a Winner, Part 1, we covered the basics of logo testing, but what about when you get the results? Now we’re ready for the fun part: actually putting the data you have collected to work. Read more |
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Consumer Testing Your Advertising for Better ConversionsWhen you’re shopping for a new car, you’ll likely look it over pretty carefully in the showroom. You’ll test the seats and radio and admire the slick finish and that new-car smell. But would you actually buy it without taking it for a spin? Not likely. And the same is true for advertising. You need to take it for a test-drive before you buy it, and actually do a consumer test of your advertising concepts. |