Identity Design
About eight months ago, Mozilla (the nonprofit organization behind the Firefox web browser) announced the intent to update its visual brand using an open, collaborative process. Since the project kicked off, the process has been playing out in the open, with regular opportunities for the Mozilla community to provide input
Positioning
This is the final post in a series designed to help startups and people in the technology industry learn to position their brands more effectively. In this post, we’ll cover the brand mantra—where positioning all comes together. For a quick refresher, check out the previous posts about how
Uncategorized
One of my favorite branding rules is a very simple one that I've written and talked about a lot over the years: Call a duck a duck. What does that mean? If your brand actually represents something very simple and clear, yet you: a) overcomplicate or confuse a
Strategy
I tend to read a lot of business and marketing books (stop laughing at me) and over the past few years, I've noticed one important group that I don't think is being served well by the existing books out there: small business owners.Some branding books
Strategy
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, consider checking your work with the following approach I learned from branding expert Kevin Keller. Write up your key
Strategy
One of our branding heros 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 tips we use every day to help our clients build
Strategy
In a recent post, I highlighted the four key questions that your brand positioning research must answer. And I promised a followup post showing you some of the places you could find data to help inform your brand positioning. Here it is! To review, great positioning is found at the