Over the years, I have written a number of blog posts related to brand identity. Here are 38 of them.Brand Identity ElementsBrand Identity for the 21st CenturyBrands and IdentityCreating a Robust Brand Identity SystemBrand Architecture and IdentityBrand Architecture QuestionsCompulsive Naming SyndromeRobust Brand IdentityBrand NamingBrand NamesBrand LogosBrand TaglinesCollege and University TaglinesCity Mottos/Taglines/SlogansImportance of All Five Senses […]

Throughout the course of my career, I have commissioned, conducted, moderated or analyzed hundreds of brand research studies. Here is a compilation of the blog posts I have written on brand research.Market Research Marketing ResearchTypes of Research for BrandsExploratory Brand ResearchQualitative Research Leads to Emotionally Compelling BrandsImplicit vs. Explicit Purchase MotivatorsProjective Research TechniquesLaddering ResearchFocus Group ModerationPeeling […]

  Dear PR Professionals:  PR is evolving at warp speed. In fact, in five years, what we know as PR will have a different complexion. Yet today, many PR professionals, armed with media placements and endless pitches, are still grounded in the past, since it’s so comfortable. Confession: I, a B2B PR agency owner, also […]

I was meeting with the marketing committee of a not-for-profit organization on whose board I sit earlier today. We were discussing a major report that we intend to release to the community. The report is on a rather technical subject – river quality – and we talked about crafting frequency asked questions (FAQ) to accompany […]

How should organizations measure and manage their brands’ reputations? While many people suggest using something as simple as Net Promoter Score, which is a very popular measure of attitudinal loyalty, reputation metrics must include much more than that. Each brand has multiple audiences, each with its own expectations for the brand, so reputation metrics need to […]

     B2B content marketing has become the white bread of content marketing. It’s on every B2B marketer’s menu and unfortunately a lot of it is as exciting as white bread. It lacks texture, and flavor and gusto. Beyond that, it’s often missing a solid foundation. Simply content without a strategy it isn’t a solid part of B2B […]

One of the most rewarding aspects of the agency business is the opportunity to work with a variety of businesses – each with unique marketing challenges.  This requires our team to be fast learners, good listeners and to ask many questions as we learn our clients’ businesses and help them… The post Digital Marketing Case […]

In this article, we’ll: Review specific tactics to help you increase your SEO, organized in levels Tactics at the bottom of the pyramid are foundational to SEO efforts, while tactics at the top are the icing on the cake Work your way up the pyramid to see better rankings and more organic traffic Search engine […]

I am currently a senior in college, and for the better part of the past 18 months I have either been an intern or been actively looking to become an intern. Finally, I understand why internships are a cornerstone of collegiate education. Colleges outsource education for an experiential learning opportunity that is unlike any lecture […]

 

Every year, there are new developments in digital marketing that offer opportunities for both marketers and consumers. Advances like artificial intelligence, chatbots, voice search, social media stories and video, have caused a massive shift in how brands connect to consumers online. These shifts are enabling more personalized interactions, automated marketing, and better experiences for all. […]

Everyone makes mistakes. But if you are responsible for an organization’s reputation, how you apologize matters to your bottom line.

    PR faces a conundrum. We have loads of examples where a solid PR strategy has contributed to a brand’s growth and visibility. But PR teams still struggle to prove the value of PR to their C-suite executives.  A recent survey from Proof Analytics found that while all but one of the 400-plus C-suite executives […]

At K2, we were excited to help our friends at Verona Street Animal Society by designing their annual appeal letter. The letter asks the question, “How will you celebrate Valentine’s Day?” This is the time of year to remind those closest to you that they hold a special place in your heart, and make sure […]

As a brand strategy consultant, I have ridden the upward trajectory of brands and branding for the past 20 years. In the 1980s and before, brand management was mostly practiced by consumer packaged goods (CPG) companies. By the mid- to late-1990s, large companies were beginning to manage their corporate brands at an executive level. This […]

At K2, we were excited to help our friends at Verona Street Animal Society by designing their annual appeal letter. The letter asks the question, “How will you celebrate Valentine’s Day?” This is the time of year to remind those closest to you that they hold a special place in your heart, and make sure […]

At K2, we were excited to help our friends at Verona Street Animal Society by designing their annual appeal letter. The letter asks the question, “How will you celebrate Valentine’s Day?” This is the time of year to remind those closest to you that they hold a special place in your heart, and make sure […]

Generally, people feel two types of scarcity in their lives. They often feel as though they do not have enough money to do everything they want to do. And they often feel as though they don’t have enough free time to do all that they want to do. So, the two scarce commodities are time […]

 Like we mentioned in Part 1, Social media marketing will require you to leave your comfort zone and become more transparent and malleable with your content.  You must do this while being strategic and setting marketing goals. This challenge, to be both proactive as well as reactive, and to set goals while being responsive to […]

I am please to announce that I am now offering an online version of my highly acclaimed brand positioning workshop. The workshop provides you with everything you need to create a unique and emotionally compelling brand promise along with every other element of a comprehensive brand positioning statement. For more information, click here – https://brad-vanauken.mykajabi.com/pl/67338