Over the years I’ve frequently been asked what the secret formula is for successful branding. What people are really asking me is how to make their brand a global leader, like Coca-Cola. Well, sorry guys. There’s no magic hidden in the process of building a brand. What successful brand-building is all about is following three […]

by Karon Thackston © 2002http://www.ktamarketing.com When you mention the word “branding” most people automatically think of USP (unique selling proposition). The overall – and incorrect – perception of a brand is that it simply consists of the statement you use to define what you do. Slap your USP on every advertising piece that goes out […]

Branding: It’s more than a logoBy Julie Chance How clear is your image in the minds of your potential customers? How can you bring that image into focus? Defining, developing and maintaining a brand identity is the key. The word “branding” is frequently tossed about in the marketing and advertising world by marketing professionals and […]

Conjure up in your mind broad rolling meadows with runs of cattle or stock of some type, all discriminate by virtue of a registered brand. That’s a most common and accepted understanding of branding. You have just now used your mind to develop a picture that promises easy recall. You may not yet be aware […]