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Articles on Branding

Three Key Elements of a Creative, Memorable, Powerful Name and Brand Identity by Chuck Ingersoll \| 09/09/2009
"Differentiation means that you are not confused with competitors, that you stand out from the crowd in a positive way..."

The Good, the Bad and the Ugly - A Moral Message by Brad VanAuken \| 08/20/2009
"Branding can be used to help people and society or it can be used in a way that hurts them..."

Naming by Brad VanAuken \| 08/07/2009
"Naming may be one of the most difficult tasks in branding..."

Branding Small Municipalities To Attract Visitors by Brad VanAuken \| 07/29/2008
"As with all other brands, your town must deliver each of the following to become a strong brand..."

Branding Retirement Communities by Brad VanAuken \| 07/01/2008
"Retirement communities have a unique set of branding issues that require a careful focus on brand positioning, brand strategy, brand architecture, brand identity and customer touch point design..."

Consumer Research To Help You Build Emotional Connection To Your Brand by Brad VanAuken \| 06/16/2008
"Certain types of research can help marketers understand which benefits will have the greatest emotional impact..."

Creating a Winning Brand Promise by Brad VanAuken \| 05/08/2008
"Any successful brand positioning project must evaluate all potential brand promises against these three criteria – unique, compelling and believable..."

The Top Ten Brand Measures by Brad VanAuken \| 04/15/2008
"If a brand manager could only focus on ten measures of brand vitality, these are the measures that I would recommend..."

Brand Marketing Planning by Brad VanAuken \| 03/18/2008
"To maximize the likelihood of success, brand marketing planning should include the following..."

Creating Brands of Distinction: The Most Effective Sources of Brand Differentiation by Brad VanAuken \| 03/01/2008
"While there are many sources of differentiation, it is my opinion that only a small number of sources have the power to create brands of distinction..."

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