Corporate Identity and an ugly misguided logo

Corporate Identity and an ugly misguided logo

Ugly logos mean an ugly brand. Who needs that? By Tom Dougherty   Corporate identity must agree with your brand Your corporate identity is all about your company and services. It creates space between your company and the competitors. When properly executed, it...
CEO Brand leadership. The province of the CEO

CEO Brand leadership. The province of the CEO

Brand Leadership By Tom Dougherty CEO Brand leadership. The province of the CEO WHERE BRAND OFTEN FAILS: AT THE CEO LEVEL?  HOW ARE THE CEO AND BRANDING LINKED?     As CEO of your company, you might best be represented by the Janus figure of mythology. Your...
Brand Context. Filters out the spam.

Brand Context. Filters out the spam.

Spam By Tom Dougherty Brand Context. Filters out the spam. Brand Context. The Information Age Is a Dangerous Myth.  Brand Context is key. The promise of the information age has fallen on deaf ears. Futurists have been touting our epoch as the age of information but...
Branding ROI. An Expense You Cannot Live Without.

Branding ROI. An Expense You Cannot Live Without.

The Business of Rebranding Branding ROI. An Expense You Cannot Live Without. Branding ROI is not easily measurable. For that reason, undertaking a smart branding initiative is not a task that should be taken lightly. It is an extremely time-consuming and difficult...
Rebrand with Revolutionary Behavioral Modeling

Rebrand with Revolutionary Behavioral Modeling

Using Behavioral Modeling to Rebrand Using Behavioral Modeling to Rebrand A rebrand is a significant undertaking for any business, service, or product. It has costs and benefits. Let’s, for a moment, put aside the cost-benefit analyses and assume it makes sense...
Our Market Positioning scares your competitors

Our Market Positioning scares your competitors

Market Positioning  New marketing positioning Your marketing strategy must be dynamic and must focus on the customer. Your market positioning needs to be precise and single-minded. And your branding must prove that the positioning is real. Everyone knows this. But are...
Developing a brand. Great branding as killer warfare.

Developing a brand. Great branding as killer warfare.

Developing a brand Developing a brand. Brand as a marketing tool. Effectively developing a brand is nearly impossible to execute in-house because it is difficult to be dispassionate and objective when evaluating the state of your business. As a result, companies often...