Branding

Take It From The Pros

Five Great--and Necessary--Marketing Makeovers

From logos to retail locations, these businesses upped their image from so-so to stunning.
Gwen Moran
Take It From The Pros

Do Marketing Counterstrikes Work?

It's tempting to answer a competitor's ad campaign, but stick to what makes you unique.
Take It From The Pros

2009: The Year of One-to-One Marketing

Great letters make for strong sales. Start the new year out right by building relationships one letter at a time.
Kim T. Gordon
Take It From The Pros

Marketing That Takes Flight

Steve Astephen's turning cult heroes into household names--and his philosophy can work for you, too.
Take It From The Pros

Brand Makeovers: 3 Lessons in Reinvention

Target, Apple and Jack in the Box reinvented their brands through damage control, brand differentiation and broadening appeal. Put their strategies to use for your business.
Take It From The Pros

Marketing to the 7 Deadly Sins

When it comes to recession-proof businesses, vice is nice.
Take It From The Pros

Simplify Business Communication

Technology allows us to be more creative and visual than ever. But using it to make things simpler is the real trick.
Cause Marketing Matters to Consumers
Take It From The Pros

Cause Marketing Matters to Consumers

Social responsibility makes consumers take notice. Follow these 5 steps to create a successful cause-based marketing campaign.
Kim T. Gordon
Take It From The Pros

How to Manage Your Yelp Reviews

Ignore the power of online customer evaluations at your own peril. Get advice from Yelp's CEO and a business owner who's using the online customer reviews to grow her business.
Take It From The Pros

Back in the Beverage Business

The founders of an upscale natural juice company throw themselves in the ring again with a fizzy new approach to on-the-go nutrition drinks.
Take It From The Pros

The Business of Politics

A surge of young voters is fueling a niche market that targets their growing passion.
Take It From The Pros

A Perfect Pair

These two college friends use their complementary skills to change the way guys buy pants.
Take It From The Pros

Starting a Clothing Business

These two college friends use their complementary skills to change the way guys buy pants.
Take It From The Pros

Unearth Your Inner Indy

Indiana Jones' adventures have much in common with what makes entrepreneurs successful. Keep your head (and hat), hit the books and try to avoid the snakes.

Branding is a marketing strategy that involves creating a differentiated name and image -- often using a logo and/or tag line -- in order to establish a presence in the consumer’s mind and attract and keep customers.  

Branding strategies: Some branding strategies and questions to ask yourself when researching your brand can be found in these articles: “4 Questions to Ask When Perfecting Your Personal Brand” and “It's Not You, It's Your Story: Why Branding Matters.”

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