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Dear Santa, Traditional Branding Works
Change or die. You hear it often. Change is something people have come to expect in most aspects of their life. Brands are constantly changing and for a number of them they should be. There are a few...
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The Importance of Typography to Logo and Brand
“A logo is not a brand unless it’s on a cow,” says AdamsMorioka in the Logo Design Workbook. The way consumers view a company builds the brands perception. This starts with the logo but travels far...
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Berline Says “Brand Yourself”
Fifteen minutes into a talk to advertising greenhorns Jim Berline, of the Berline Advertising Agency in Detroit, said “Brand yourself, it’s all about perception.” While the students in Adcraft’s...
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Brand Extensions Gone Wrong
Brand extensions can make sense. In many cases, brands emerge stronger because of it. When Tide laundry detergent developed the Tide To Go instant stain remover pen, it was a great move. According to...
View ArticleBrain Science in Brand Building
“60 Seconds: How to tell your company’s story & the brain science that makes it stick” is a little book with a big message. Seriously, the book is shorter than Miley Cyrus’ new haircut. However, it...
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Dr. Ahuvia and the Brand Love Phenomenon
What brands or products do you absolutely love that you cannot live without? Most of the time consumers flock towards things like smartphones, iPods, and the like. Last week the American Marketing...
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Your Past. Your Present. Your Future.
Meeting an old friend is like looking into your past, reminding you of what you love and how you got to where you are. Tweetable. When I tweeted this I did not expect the number of positive emotions to...
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Cadillac is Back at Hero Status
On June 14, 2013, Bob Ferguson, Vice President of Global Cadillac, spoke to a large group of industry professionals at the Adcraft Club of Detroit GM Day. Ferguson is clearly focused on the long-term...
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What Happens in Vegas: Brand Immersion in the American Culture
Once a brand is so heavily immersed in the American culture, it creates a huge amount of staying power. The brand name turns into a word or phrase used to describe entire categories of products or a...
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The Importance of Building A Brand
Brand is one of the most important parts of a product. Brands can be a value added to a product whether they are in the form of goods or services. For example: If there are two (2) bottles of mineral...
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