5 Elements of House Brands

SANTA’S NORTH POLE FROZEN PEAS - NAUGHTY OR NICE?

Whether they are called own brands, control brands, custom brands, or house brands, retailers are increasing the shelf space devoted to their own labels. These control brands, or private labels, have both advantages and disadvantages for retailers, suppliers, producers, and consumers. They are born out of...

4 Pillars of Brand Promise

IT’S NOT WHAT YOU SAY; IT’S WHAT YOU DO – AND DON’T DO

A friend who is a Fortune 500 exec asked us recently, “What really makes a brand?” We knew he was an experienced and knowledgeable guy, and we owed him a thoughtful reply. What initially came to mind were all the elements that affect a brand: its...

Company Branding Should Convey your Message

WHAT’S IT ALL ABOUT, ALFIE? - Burt Bacharach

Michael Caine played a Cockney womanizer in the popular 1966 movie, Alfie. Burt Bacharach’s theme, by the same name, asked the rhetorical question that conveyed the message of the movie. Your company branding starts with a succinct message that communicates what it’s all about and how...

Retail Packaging Must Serve Many Masters

STAND UP, STAND OUT and STAND FOR SOMETHING

Your retail packaging must play by the established rules for labeling, dimensions, weight, units-per-pack, packs-per-box and so on. Your product must make it through the entire distribution system without getting crushed, marred, broken, misplaced, or misidentified. If your package can actually make it to the retail...

How to Talk to Your Logo Maker

A PICTURE IS WORTH A THOUSAND WORDS - WHAT ARE THEY?

Thousands of logo makers would love to design a logo for your company, product or service. Most have artistic talent, imagination and experience in making logos for other companies. Many people who have never made a successful logo think they can do it themselves. It’s fun...

Sales: The Life Blood of Every Brand

THE BEST BRAND IN THE WORLD STILL NEEDS TO BE SOLD

Today, there is a lot of focus on Brands and Branding as if that alone would make your business a success. You often hear, “That brand just took off!” or, “That brand has a giant following!” like it was some kind of popularity contest, based on...