Brand Strategy - Brand Identity Guru

If you could have the secret recipe and all the manufacturing facilities of Coca Cola but not the Coca Cola brand-or have its famous brand but no facilities-which would you choose? It's not a trick question. But it demonstrates the power of the brand. Walk into any bank and say "hi I'm Coca Cola, how about a loan"!

Let me ask another way. If you could have all the products or services your company produces, but not its name and brand, are you confident they would sell? The truth is, people don't only buy products and services. They buy promises and reputations-what brands represent.

I'm the Brand Identity Guru. I've spent most of my professional life helping companies tap into the strength of their brands. Developing a strong brand identity is critical to any company's success. Integrating brand-conscious thinking into communications is so critical, so synergistic, yet it's seldom done by design groups and advertising agencies.

Why? It's just not what they do. Graphic Designers don't understand positioning or branding. And ad agencies are more interested in placing ads in the media. Or creating work that wins awards? for them.

A branding company's total focus, their entire business practice, is based on the maxim that strong brands (new or repositioned) make companies more successful.

Pick the brain of a professional branding consultant. It's bound to spur some powerful ideas. Whether you need to brand or re-brand products, services or the corporation itself, introduce new products or services or reposition existing ones-there's a chance to lay a strategic foundation to re-energize your entire company.

Any qualified branding consultant can strengthen your company's brand identity for sure.

To measure how strong your brand is copy and paste: (http://brandidentityguru.com/bightml/brandmasterpiece.html). Then click "Take the brand strength test". This is a short survey that measures the strength of any company's brand. It's a great tool to see where you are today.

Scott White is President of Brand Identity Guru (http://www.brandidentityguru.com), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston. Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation.

Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.

Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America's largest shopping mall manager) and many others, including numerous emerging growth companies.

Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.

USA Today
Palin the 'hockey mom' is just an exercise in political branding
guardian.co.uk, UK - Sep 5, 2008
This was a cold-bloodedly deliberate attempt at political branding. Palin referred to herself a hockey mom in her carefully scripted and vetted acceptance ...
Video: Palin Takes Slap at Obama in Convention Speech AssociatedPress
Black GOP Delegate: Sarah's Real Blackvoices
DAVID FRUM: Palin's Working Class Appeal The Week Daily
Cinematic Happenings Under Development - OpEdNewsall 1,857 news articles

Hindu
Brand theory
Hindu, India - 3 hours ago
Whistler’s feat has mutated into a powerful force within the current art world — one that forms the very pulse of contemporary society — building Brand ...

Calaveras Enterprise (subscription)
Selling a city: Branding Angels Camp
Calaveras Enterprise (subscription), CA - 15 hours ago
By Krissi Krob A crowd of merchants and residents gathers in Utica Park for Roger Brooks’ presentation on city branding. Enterprise photo by Krissi Krob As ...

Palin's brands shake up presidential race
Bizjournals.com, NC - Sep 5, 2008
Sarah Palin has shaken the presidential race in good part to the quick branding of herself as a small-town "hockey mom" to rural and swing voters while ...

DailyTech
Microsoft’s Windows advertising, minus the Windows
Financial Times, UK - Sep 5, 2008
That’s about all there is to say about the start of Microsoft’s biggest-ever branding campaign, which hit TV screens on Thursday evening in the US. ...
Seinfeld-Windows TV Ad Anything But 'Delicious' Slashdot
Digital Life Bill and Jerry Chat as Confusing Windows Blitz Begins CIO Today
Gates, Seinfeld, Yada, Yada CRN
eFluxMedia - Gizmodoall 503 news articles

Ottawa Business Journal
Employment Branding: Applying Classic Branding Principles To ...
Ottawa Business Journal,  Canada - Sep 5, 2008
What does your brand say about you and your company and what role does your brand play in attracting and retaining the best talent? The power of branding is ...

Dexigner
Ours: Democracy in the Age of Branding
Dexigner - 21 hours ago
Parsons The New School for Design will present a timely exhibition exploring democracy as a global brand in Ours: Democracy in the Age of Branding. ...

Branding takes the bluetooth way
Business Standard, India - Sep 4, 2008
Indian firms are now using wireless technology to advertise and create brand awareness among consumers for their products. The concept is being used mainly ...

New Book, ForwardFast, Just Released by Health Science Branding ...
PharmaLive.com (press release), PA - Sep 5, 2008
4, 2008 – Stinson Brand Innovation, Inc. announces the release of a new business book, ForwardFast: The 6-Step Model to Accelerate Your Health, Science, ...

Koch Logistics Conveys Smarter Supply Chain Management With Re ...
PR Web (press release), WA - Sep 5, 2008
St. Paul, MN (PRWEB) September 5, 2008 -- Koch Logistics' branding program isn't just a new logo. It's an expression of the company's evolution to a key ...

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