Is Your Marketing Brand Changing?

Is Your Marketing Brand Changing? As marketing managers have become brand managers and marketing communication managers are becoming “content marketing managers,” are corporate communications executives soon to become the CIBBO (chief internal brand building officer)? I am not trying to conjure up some sort of Dilbert-esque cynicism about job title inflation that might be taking

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It’s Time for a Brandversation!

It's Time for a Brandversation! I think it is time to begin a pragmatic conversation about brand, let’s call it a “Brandversation.” I am talking about having an on-going practical and interesting conversation about brand that we all can learn from and enjoy. The good news is that there are a lot people talking about

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Unbranding the Word Brand

Unbranding the Word Brand “In a world where the words new and fresh are relentlessly repeated on every product label, the name of the sales technique is getting old and stale. Where is the ad-Übermensch, the creative Ogilivy, who will put forward a new moniker for the name of the atmospheric marketing game? The time

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Want to Become the Brand of Choice? Pick Two!

Want to Become the Brand of Choice? Pick Two! Want to become brand of choice? Who doesn’t? It’s not easy, but developing a strategy doesn’t have to be complicated. Making concepts like becoming brand of choice simpler and more pragmatic empowers more people to use them to their benefit. Robust, fact-based discussions using simple well-understood

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From Icon to Involvement

From Icon to Involvement In the best of cases a new corporate identity enhances the market’s perception of the organization and is a boost to employees’ belief in the company’s culture. It’s time to put the focus of identity back into corporate identity. There is an emerging opportunity to use the launch of a new

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Emotional Connection – Inside and Outside

Emotional Connection - Inside and Outside Developing a strong brand is about creating an emotional connection with a consumer. Right? This brand axiom seems to be the first lesson that marketing professionals learn. How to get there and how you know when you arrive at that coveted relationship status is a whole other topic. To

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