Naming brands often presents a choice between a name that’s very clear and transparent in its communication or one that’s more differentiated from the rest of the category. Very few names can be both at the same time. BrandTrue shares some thoughts on choosing the best option.
Stand Up To Stand Out: Hobby Lobby’s Polarizing Differentiation
Today we’re sharing another short video from Rebeca about how Hobby Lobby’s polarizing stance has been paradoxically good for their brand differentiation.
A Tale of Two Brand Launches
Last week I learned about two different brand launches from arch-rival companies Unilever and Procter & Gamble. The contrast between them is dramatic and I predict that only one will take off.
When A Brand Dares To Be Itself
Brands that dare to be themselves can be richly rewarded with more dedicated consumers. It takes courage to potentially alienate some, but when a brand dares to really live the ideals that define its purpose, it’s never a bad idea!
Brand Differentiation and The Courage To Stand Apart
One of the most powerful ways for a brand to overcome a challenging competitive situation is to find the courage to be different! If your brand is getting beaten up by the competition, it’s a strong signal that you’re too much like everyone else!
What Apple Isn’t Telling You
Another video with thoughts on how a brand can differentiate itself. This one touches on how Apple is doing something that’s great for some other brands to tout, but wouldn’t work for them.
The Burning Platform
The topic of purpose-driven brands has been very hot in brand strategy for several years. And with good reason! Purpose-driven brands can really connect with their audience in an authentic and emotional way.
We’re BrandTrue!
Our friends and supporters know that this company used to be called Tapestry Strategy. But today marks the start of BrandTrue. It’s a new name, a new logo, a new website and a new beginning.
I Just Can’t See It
Mastercard has announced that they’re further simplifying their logo, two and a half years since their last redesign, to remove the brand’s name from their visual identity altogether. I just can’t see it! I think they’ve lost sight of all reason!
