Brand Community
At New Kind, we love getting the chance to help bring a new brand to life. That's why we are so thrilled to see Anchore launch today. Over the past few months, we've had the opportunity to work with the Anchore team to help craft their
Positioning
This is the fourth in a series of blog posts designed to help people in the technology industry learn to position their brands more effectively. In this post, we’ll cover the jujutsu moves of brand positioning: Points of Parity. Before diving in to points of parity, you’ll want
Strategy
Over the past few weeks, I've shared some thoughts about several of the most common branding issues we see in our work with open source companies at New Kind. I've covered how to vet the name you are considering for an open source project and outlined
Strategy
This is the second in a series of blog posts designed to help people in the technology industry learn to position their brands more effectively. In this post, we’ll cover another critical concept you must master in order to effectively position your technology brand: Points of Difference. What are
Strategy
Brand positioning is a simple art that the most successful technology brands in the world have down cold. And where great technology may sell itself, well-positioned and branded technology can sell itself a hell of a lot better. That’s what gave me inspiration for this series of posts, designed
Strategy
Most people who start an open source software project aren't sitting around waiting for someone to discuss brand architecture models with them, but many of them do have long term goals for their project that include eventually seeing it becoming a paid product or even the basis of
Strategy
When it comes to developing a new open source software project, most developers don't spend a lot of time thinking about brand strategy. After all, a great idea, solid code, and a passionate community are what really matter when you're getting a project underway. The first
Positioning
Ever dreamed of leaving the cubicle behind, striking out on your own and making your own technology vision a reality? For many people in the technology industry, the possibility of starting their own company, based on an idea hatched over late-night beers or from a concept your boss said will
Positioning
Once you and your positioning team have determined what the positioning for your brand should be and identified the points of difference, points of parity, and maybe even a brand mantra, check your work with the following approach from branding expert Kevin Keller. Write up your key points of difference
Positioning
One of our branding heroes is Dr. Kevin Keller, author of Strategic Brand Management (the classic textbook on building brands) and professor of marketing at the Tuck School of Business at Dartmouth. His work inspired many of the brand positioning strategies we use every day to help our clients build
Positioning
Originally coined by Scott Bedbury during his time at Nike, a brand mantra refers to a short 3-5 word phrase created to capture the very essence of the brand’s meaning. The most famous example of a brand mantra is from Nike, where the team coined the brand mantra Authentic
Positioning
We believe almost all great brands are built on a foundation of great positioning. Sometimes great positioning is led by a branding genius such as Scott Bedbury (who helped grow the Nike and Starbucks brands); sometimes a great leader and communicator with a very clear vision (like Steve Jobs at