Archive for December 2015

When companies talk about positioning, whether it’s a product, service, or the company itself, it’s often done from a faulty perspective. Many marketers think that their job is to convince the market that their company’s product or service is better than the competition. This type of thinking can only lead to one result: failure. You can only hope that…

In a recent post, we covered six steps to creating a powerful brand vision. But before getting ahead of yourself in following these steps, we want to  explain why a brand vision is even necessary. A brand vision model provides ongoing direction, inspiration and justification for the brand-building process. It should be multidimensional, with core and extended…

A brand vision is an articulated description of the aspirational image for the brand. The brand vision, sometimes called brand identity, should reflect what you want your brand to stand for in the eyes of your targeted audience. This includes customers, employees and partners. Many companies skip the process of establishing a brand vision because it can seem…