What’s Your Swoosh? Building Strong Brand Assets to Increase Marketing ROI

Brand Assets: What Are They? These are all examples of distinctive Brand Assets (full credit to the Ehrenberg Bass Institute, Byron Sharp and Jenni Romaniuk for introducing us to this thinking). Put simply, Brand Assets are design elements, outside of the brand name itself, that provide a mental shortcut for people to identify your brand. Brand Assets are most commonly visual, but they can be … [Read more...]

Driving Brand Growth: What’s love got to do with it?

Why actions don’t always speak louder than words I really hate to be ‘that guy’ (or gal): the one that starts an article with a boring reference to a dictionary term in order to prove a point - but I’m going to do it anyway. You see, I’m getting really tired of the term ‘loyalty’ being bandied around as a shopper growth metric, with little regard for its actual meaning. The Oxford dictionary … [Read more...]