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Scott White's Articles in Branding

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Hiring A Branding Agency Choosing the right branding agency can be a daunting task. The problem with the selection process is that every marketing, advertising and graphic design company says they are a branding company. Branding Agency Strategies If Volvo equals safety and Nike equals performance what will your company equal? This is critical. What will you stand for? Brand Identity Guidelines Start with performing some branding research. When was the last time you went out to customers, prospects and past clients and asked them what they thought of your industry? Branding Agency Benefits Once you have interviewed your employees you will want to analyze the data and understand what is happening in your company. Do they understand your brand identity? Branding The Ford Motor Company Have you seen the new commercial and re-branding from Bill Ford and the Ford Motor Company? As you know Ford is in big trouble. So they seem to be changing their positioning and re-Branding. The Makings Of A Marketing Plan Fact is, just the thought of a "marketing plan" overwhelms many. Mention of projections, studies, demographics and segmentation are returned with blank spacey stares. Google Takes Manhattan Google's Internet search brand is so strong that we forget how big a player it's becoming in the world's advertising markets. Even when we read the latest forecasts about its growing success, we tend to think exclusively about Google's online brand image. Corporate Internet Branding Fundamentals The Internet, whether through public Web sites, search engines, Internet radio broadcasts, and e-mail are very targeted. It is shown to reach the right target at the right time with the right message. Branding, Positioning and Differentiation Different products need to be different brands with different names. However, the only thing common about this sense is that it's all too commonly ignored in the hopes of cheating risk and the possibility of failure. Hiring A Branding Company 101 The steps you need to know to make the decision.

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