Corporate Branding
What’s With All the Rebrands?
At the end of last year and moving into 2021 there’s been a flurry of corporate rebranding moves by some very big companies. Everyone from Target to GM to Pfizer has shifted their look, rebranded, and created or updated a new brand story around this. Many of them are recognizing they need to live in…
Read MoreYou’re everywhere and nowhere and nobody’s listening
Lost in the Digital World. Brands for the most part now exist only online. As we deal with the continued pandemic we’re all disconnected and have little physical interaction with places, people, companies, and experiences. With the exception of that occasional grocery store visit, it’s impossible to have in-person contact for just about any connected…
Read MoreHow 2020 Disrupted Our World, Redefined Brands and How We Connect.
From presidential elections to a global pandemic the world we were so familiar with has dramatically changed to a virtual and isolated world. But there is a silver lining. Although we’re not exactly connecting the way we did in the past our completely disrupted world is creating whole new possibilities. When normal ways of doing…
Read MoreHow the Lonely QR Code Found a Purpose in a Pandemic.
When it was launched back in 1994 who knew that it would create a whole new form of customer/brand engagement? Invented by DENSO, a Japanese company, QR code was touted as a means of getting you to view large amounts of content quickly. Mind you there were no smartphones to scan with then. Originally, awkward…
Read MoreCOVID-19 and Keeping the Brand Connection
When the pandemic began everyone initially thought this can’t last that long. This crisis has now become way more dramatic. In just a few short weeks, people have shifted into protection mode, focusing on themselves, their families, their employees, their customers, and their communities. Social media reflects this, with pleas for fellow citizens to follow…
Read MorePolitics, Brands, and Slogans – Don’t Get Snagged by The Competition
Whatever side you fall into, Democrat or Republican you want to get your message out there to the people you want to reach. When you create slogans and taglines they become the meaning that voters gravitate to because of their beliefs, their values
Read MoreEven Uphill – Branding a Venture Firm Driven by Innovation.
Focusing on the dynamics of change. When a freshly-minted global venture firm came to RadiantBrandsand asked us to build a brand and marketing presence we saw a clear opportunity to differentiate them. Having worked with numerous Silicon Valley VC’s we knew much of how they presented their firms and investment strategies. So how is this…
Read MoreThe Durability of Brand Strategy is Always Tested by A Response to Disaster
By responding to the changes in the market, a company, a brand can succeed in solving major problems if they understand their value and meaning to customers.
Read MoreIt’s About the Game, The Goal, Not the Players
What kids, Xbox, and Nintendo Switch have taught us about virtual teams and Zoom. When I watched my then 15-year-old son play Fortnight on his Nintendo Switch I realized he was playing with kids in New Zealand, Germany, and New York. The same with Xbox games. They form global teams, create goals, and mutually connect.…
Read MoreWithout a People Strategy, There is No Brand Strategy
The Eight Questions You Should Ask to Define Your People Strategy The focus on brand strategy is almost always on the market situation, unique business model, competitive strategy, and product focus, or the company. The core message, the differentiation from competitors, is what makes this brand unique and building that into a marketing campaign is…
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