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1. Branding: Delivering on a Promise
A powerful brand takes more than a clever ad campaign.
2. Choosing a Name for Your Company
Company names and logos are all-important marketing tools. Choosing the perfect ones involves logic, creativity and a bit of luck. Find the right name/logo, and you stand a chance at being remembered at the moment of consumer choice, long after your initial sales pitch.
3. Communicate Your Values
Learn how to articulate your brand promise to encourage growth.
4. Dollars and Brand Sense
How to measure your brand investment. Final article in a four-part series on branding.
5. Gaining a Competitive Edge
6. How a Small Pen Distributor Built a Brand: The Write Stuff
Niche marketing, above-and-beyond service and creating an image drive Kenro sales up 30%.
7. How to Identify Your Brand
More than marketing: Branding attracts workers, sets direction.
8. Looking for Loyalty
To keep customers coming back, understand what makes them faithful in the first place.
9. Put Your Money Where Your Mouth Is
Acting on your brand promise is a challenge because it requires change. This can mean answering the phone in a new way, introducing a new logo or restructuring your organization to live up to your brand promise. Third article in a four-part series on branding.
10. The Name Game
A misnomer means a lost opportunity; compelling IDs can open doors.
11. Will New Name Mean New Sales?
To expand a market, Clifton Boyd renamed his company.