A branding blog of practical advice, ideas and examples.

Every week the Brand Insight Blog offers deep, insightful articles you can use to launch a new brand or improve your existing business ... read more →

How to hire the right marketing person, the first time.

October 29, 2014
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I don’t work with Fortune 500 companies. My clients rely on small, efficient teams of people for all their marketing needs. If that’s your situation, or if you have a fledgling start-up, you better think carefully about the type of marketing person you hire to spearhead the effort. The most common mistake is hiring a […]

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When Branding outpaces the Brand. And vice versa.

October 17, 2014
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First of all, let me address the common confusion around the two “B” words in this article’s headline. The verb “branding” is often mistakenly associated with logo design. You’ll hear someone say, “Oh, we’re going through a complete re-branding exercise right now,” which in reality is nothing more than a refresh of the logo. Branding is […]

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The Inside-Out Approach To Building A Brand.

October 10, 2014
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I’m always amazed by business owners and CEOs who spend considerable time and money on branding initiatives, only to neglect the most important component of their brand: Their people. If you want to build a great brand, you better start on the inside and work your way out. Seriously. If you can’t convince your employees […]

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Deschutes Going National: How to grow without selling your soul.

September 5, 2014
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Bend, Oregon is a small town better known for big fun than big business. There are only a few local brands that have grown to national prominence. It’s fitting that one is a beer brand. When it comes to craft brewing, Oregon is the undisputed leader. And Bend is #1 in Oregon, with the most […]

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Bad puns, bribes and other branding blunders

August 19, 2014
Chicken Checking for a has-been bank.

Graham Robertson of Beloved Brands recently revealed some reasons why advertising is so damn hard. I won’t give them away, but I will share this: Advertising is hard for the corporate brand manager who has big ad agencies, market research firms, and millions of dollars at his disposal. It’s hard for the mid-level marketing manager […]

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Branded content – finding and providing something worthwhile.

March 24, 2014
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Fifteen years ago, in The Cluetrain Manifesto, Christopher Locke wrote, “the internet has made it possible for genuine human voices to be heard again.” What do you mean, “again”?  Never has the average Joe been afforded  unrestricted access to an audience any bigger than the crowd in a neighborhood pub. This giant electronic soapbox known as […]

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Truth and clarity about Guerrilla Marketing

March 1, 2014
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It’s 1810. Napolean’s armies have conquered all of Europe and are enjoying the spoils. But in Spain, small bands of dedicated freedom fighters wage their own war against the occupying forces. They strike. Move. Hide. And strike again. They involve the enemy in a long, drawn-out war, and ultimately prevail. That’s how the term Guerrilla […]

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