Darticles no. 8

Brand Building and the Art of Lawn Mowing
by Todd Coats, Chief Creative Officer
It all started innocently enough. I was performing the Saturday suburban ritual of mowing the lawn. Little did I know the Gods of branding were preparing a wrathful brand-building lesson for me.

Online Brand Management
by Cord Silverstein, Executive Vice President, Interactive Communications
PR experts have long preached that a company’s brand is no stronger than its reputation. But there’s a new dimension to reputation maintenance. Now your brand is increasingly dependent on what comes up when customers, reporters and other stakeholders type a company’s name into search engines such as Google.

Boycott Your Own Brand
by Deborah Martin, Copywriter
So, you want to position your product as “fun.” Join the club. There are a million brands and products out there boasting their ability to deliver fun: high-tech gadgets, sports cars, a pair of fuzzy bunny slippers. How do you differentiate your “fun” product from all the rest? You could launch a full-blown attack against its “serious fun-ness.”

Brand. All the Time. Everywhere.
by Anna Adlard, Account Supervisor
So, you’ve finally settled on a brand positioning everyone can agree on. You’ve honed your messages with help from your target audience. You’ve developed a new look-and-feel that really captures who you are and where you want to go.

Why I’m Big On The Pig
by Todd Coats, Chief Creative Officer
I’m just in from Memphis, Tennessee, home to three pioneers: Elvis, Sun Studios and Piggly Wiggly. I love Piggly Wiggly. The stores are long past their heyday, but their lasting impression still thrives.