Thoughts & Notions

Archive for November, 2009

The “Value” of Brand

Monday, November 30th, 2009

brand-value

Marketing and finance don’t always see eye to eye on the subject of branding (or should we say, the value of branding). Many creatives don’t fully understand the numbers and few finance people can quantify or qualify creative. These issues may stem from semantics, as each defines “value” quite differently.

Depending on whether you’re on the marketing side or the financial side of the business, branding is either viewed as an investment or as an expense. Those who see it as an expense, are unlikely to see returns, and those who can’t articulate the value that branding can bring are unlikely to attain a budget that is sufficient to carry out their claim. If your message isn’t being well received, it’s up to you to change the delivery—when talking to finance people, talk brand in financial terms. (more…)

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Posted in Brand Expression, Brand Management, Brand Strategy | 4 Comments »

What is strategy?

Monday, November 16th, 2009

what-is-strategy

Most people have a vague, if not incorrect, definition of strategy, often confusing it with tactics. This shouldn’t come as a big surprise. Many people derive definition through association. Over time, misuse of the words Strategy, Strategic, Tactics and Tactical have obscured their meaning, so much so that for many organizations “strategy” has become a barrier to success.

Before you can formulate a strategy, your team must share a common and accurate definition. Ensuring that your definition is clear and simple makes for better communication. (more…)

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Posted in Brand Management, Brand Strategy | 27 Comments »

Subtractive Thinking

Monday, November 2nd, 2009

Subtractive-thinking-graphic

Few would argue with the statements: “Less is more” (Ludwig Mies van der Rohe, architect), “Do more with less” (Buckminster Fuller, structural engineer), or “Less but better” (Dieter Rams, industrial designer). The list goes on. Each of these minimalists built through subtraction. You too can benefit from a minimalist approach.

Most brands and businesses focus on adding value by adding functions. Yet, subtraction is more than just a way of reducing costs. Subtractive thinking can add real value, both by cutting cost and increasing usability. (more…)

Posted in Brand Expression, Brand Identity, Brand Management, Brand Signals, Brand Strategy | 11 Comments »