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Creating a Brand that is Authentic, Resilient and Disaster Proof

Back when her unpopular TV show, "The Apprentice," was on the air, Martha Stewart's company lost 40% of its value. As the face (and name) of the company, people were clearly turned off by the experience of her in the "you're fired" role. Until then, we'd seen Martha striving for perfection in cooking, home decorating, entertaining, gardening and many other domestically oriented areas, all while cooing her catchphrase, "It's a good thing." We'd heard rumors she was a little testy behind the sc ...more

Brand Identity Guidelines

Developing a strong brand identity is the most important thing any company can do to develop its brand. It cannot get any simpler than that. Most organizations fail miserably at this very basic task though. Brand identity is how you want your company or products to be perceived. If you get this wrong it could lead to big time problems later in your brand image. So how does a company build its brand identity? Start with performing some branding research. When was the last time you went out to ...more

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