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These two words are NOT synonymous: Logo. Brand.

Here’s something I heard from a young graphic designer recently:  “Oh yeah, we’re going to create a new brand for that company. Totally.”  No she’s not. She obviously doesn’t understand the difference between logo and brand. She’s not going to create a brand, she’s going to design a brand identity. There’s a difference! Only a …

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Back to Basics (A working definition of Branding and Brand)

You say tomato, I say tahmahto. He says branding, she says marketing. No doubt, the language of marketing and branding can be very confusing. It has been for more than 50 years… An article in the Journal of Marketing way back in 1969 cited a clear problem with the imprecise, vague and misleading language of …

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marketing strategy in the golf equipment business

Golf industry marketing strategy – Parity vs “kickassery”

Let me tell you a story that illustrates the shortcomings of the typical golf industry marketing strategy… It was the last time I bought a new driver… Not a used, discounted driver, but a shiny new model from one of the biggest brands in golf. I did it for several reasons, none of which were …

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Personal branding from BNBranding

4 Ingredients of small-business branding – Learning from breakfast cereal and a 4-buck burrito

Branding is a popular topic in the business press and in business schools these days. Unfortunately, coverage of big brands like Tesla, Nike and Virgin make it sound as if Branding is a discipline reserved only for Fortune 500 companies and globe-trotting billionaires. As if small-business branding isn’t even a thing. Let me set the …

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perception vs reality in natural foods marketing by BNBranding

Secondary Reality (Alternative facts in natural foods marketing)

“Those marketing guys aren’t dealing in reality.” I’ve heard that one before from sales guys, engineers, CFOs, CEOs and COOs.  To which I say, “Damn right.” If the marketing team dealt only in reality the operations team wouldn’t have an operation. The finance guys wouldn’t have profits to count. The Human Resources department wouldn’t need more …

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Under Armour marketing — Sailing into a big, blue ocean of opportunity.

Kevin Plank, founder and former CEO of Under Armour, likes to tell the story of his origin as an entrepreneur. And it always revolves around focus… “For the first five years we only had one product; Stretchy tee shirts,” Plank said.  “Great entrepreneurs take one product and become great at one thing. I would say, …

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marketing clarity BN Branding

The secret to success: Clarity in business communications.

Clarity is the key to many things… Marriage, international relations, politics and parenting would all benefit from more clarity. But let’s stick to the subject at hand; Clarity in business communications. Business owners and marketing people face an ongoing war of clarity vs. confusion. Simplification vs. complication. Persuasion vs. nonsense. Straight talk vs. bullshit. Doesn’t …

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Sorting through the endless “marketing opportunities”

The marketing landscape isn’t really a landscape anymore. It’s more like a fast moving landslide, snapping trees and engulfing unsuspecting business owners up to their ears in muck. Most clients I know can’t possibly wade through the complex maze of choices. They are wearing so many different hats, they can’t begin to sort out all the “marketing …

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BNBranding how to choose the right message for your ads

TMI – How information is killing your advertising

Contrary to popular belief, information is the enemy of persuasion. Not the friend. In fact, too much information is the number one killer of advertising, presentations, speeches and brand messages in general. Most people think they can convince, sell or persuade by piling on facts and stats. Well, it might make you feel smart, but it’s …

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How to build a brand… First, own an idea.

I think all entrepreneurs should study advertising. Entrepreneurs are full of ideas, and advertising is an industry of ideas… Ideas on how to build a brand. How to build credibility and authenticity for existing brands. How to engage an audience and convert leads into sales. It’s those big ideas — paired with exceptional execution — …

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Take your next agency for a spin.

You wouldn’t buy a BMW without getting behind the wheel. You have no idea what it can do. Same with BN Branding. So let’s go for a test drive… just one small assignment to prove how well we handle whatever you throw at us.

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