Brand Identity | Page 4

To be successful, be succinct.

For a brand that has been in the Middle East for 85 years, it's safe to say that iconic luxury auto brand Cadillac knows a thing or two about the passions that drive the people of the Arab world, and its newest marketing campaign looks to be a testament to this.

There's a new actor playing the wildly effective role. Why has this Dos Equis campaign been such a smashing success?

First impressions mean everything. Make sure you set the right tone to encourage continued conversations and find solutions together.

Having sold a startup for $1 million, this founder knows the importance of looking past short-term success.

It's natural that small business owners would associate the notion of branding only with big corporations. That couldn't be further from the truth.

Take, for instance, what happened with Tidy Cats litter.

Without a strong brand at the foundation of your campaigns, you'll just be more white noise to the average consumer.

These three examples provide a template for success.

Only your people can build your brand. Be open to remote workers and new grads who want to grow with you.

Be original, not a copycat.

Your great idea goes nowhere without people who have confidence in you and will help you succeed.

Burgers or tofu? Fair trade clothing or fast fashion? Millennials are making conscious statements with their purchases.

When new customers Google your brand, do they like what they see?

A thin margin separates profitable content-marketing campaigns from those that drain resources. Make sure you're on the right side of the bottom line.

Bricks-and-clicks strategies will matter even more as millennials drive experiential-marketing campaigns and entrepreneurs test new waters with pop-up shops.

Customers stick with companies they like and remember for the long haul. Ask yourself, "What does my brand represent?"

If your brand were a fictional character, what personality traits would he or she display?

Ever thought to target an influencer and build a relationship? Promote content directly? Call people on their bull****?

These quirky differences in consumer behavior between members of the two parties matters more to marketers than to politicians.

Make neuroscience work for you by choosing colors, fonts and imagery that prompt consumers to act.