Category Archives: standards

Best posts of 2009

Posted on December 3, 2009 by Kirk

This month BrandSTOKE is one year old. I’m honored that you take the time to read and comment. My goal for 2010 is to engage more conversation. If you have any suggestions for topics or improving the blog, please let me know. Thanks for your interest and support. I’ll try to do better next year. Here’s a list of some of the most popular posts as well as a few personal favorites from the last twelve months: On brand building: 9 criteria for brand essence it takes a brand to raise a village brand anarchy: why we need cops apparently … Continue reading →

Posted in art direction & design, brand essence, budgeting, client-agency relationships, copywriting, identity, loyalty, new business, roi, standards, strategy | 2 Comments

Your social-media marketing linchpin: branding

Posted on November 10, 2009 by Kirk

I’m pleased to share the following guest post by Gary Moneysmith. At the time of posting, Gary was the Interactive Strategy Director and social media guru at Conrad | Phillips | Vutech (where I work). Be sure to visit his blog, Social Media @ Work & Play, for more insights. Ever watch your grandmother sort through her (postal) mail? If your granny is anything like mine, she carefully inspects and opens piece after piece. You just want to scream, “Just scan and throw it out — it’s all junk!” Having grown up in the era of bulk postage rates, we’ve … Continue reading →

Posted in art direction & design, brand essence, guest posts, mass media, social media, standards | 1 Comment

What every non-marketer should know about branding

Posted on October 26, 2009 by Kirk

The words “brand” and “branding” are thrown around in casual conversation so frequently now that I’m still surprised to find not every business person knows what they mean. (In fairness though, I don’t understand supply-chain logistics.) Some business managers refer to their products as brands, probably a carryover from the early P&G days. Some still think their logo, package or trademark is the brand. Some mistakenly believe they have total control of their customer’s brand experience. And many think branding is just another word for marketing. Here’s a list of the basics for the non-marketers in your organization: Your brand … Continue reading →

Posted in brand essence, loyalty, roi, standards, strategy | 14 Comments

Brand anarchy: why we need cops

Posted on September 16, 2009 by Kirk

Take any group of people. Give them a goal in which they have a vested interest, throw some obstacles their way, and apply pressure. What happens? One common outcome of a shared experience is that the group members will bond. They will say things like, “Our team busted our butts putting the annual budget together in four days. Nobody slept. It was a hell of an accomplishment.” And they will identify with each other. They will give each other knowing looks in meetings and tell inside jokes. They will develop their own mythology. And something else: they will brand themselves. … Continue reading →

Posted in identity, standards | 2 Comments

Why strong design is always on Target

Posted on May 11, 2009 by Kirk

Here in the Information Age, we receive more words than can possibly register. We are deluged with data. Funny thing. When everyone is shouting, most marketers attempt to shout louder to be heard. Most strive for share of voice by out-explaining their competitors. In a previous post, I suggested that using fewer words demonstrates focus and clarity. “Less” stands out from the rest. “Less” is often most powerful. As an example, this wraparound outdoor signage at West 42nd Street and 7th Avenue in New York City works without words. Not even a brand name. Of course, it is Target, a … Continue reading →

Posted in advertising, art direction & design, identity, retail, standards | 8 Comments

How brand packages look different than commodities

Posted on January 29, 2009 by Kirk

Recently a colleague and I studied the packages of 13 brands of ice cream in store environments. We compared the packages individually as well as en masse in the freezer cases. Here’s what we found: The higher priced brands featured: Consistent design throughout all lines: premium, light, no sugar added, fat-free, slow-churned, yogurt, co-branded, seasonal, etc. Consistent signature brand elements: icons, colors, flavor ribbons, etc. Examples: Breyers’ green leaf, Edy’s brown-and-white striped rim Large logos Small or no photos of ice cream Subtle design differentiation between lines Subtle flavor callouts Subtle category callout: “ice cream” The lower priced commodities featured: Inconsistent … Continue reading →

Posted in art direction & design, identity, packaging, retail, standards | Comments Off