what is a ‘brand’?
A Brand – is what people perceive about a product or a company. It’s everything that’s been heard, seen…felt about it. It’s your reputation from yesterday & today. To really get this – If you’re not metaphorically “standing in front of your audience” with promotion and people understand, like and/or talk about you positively – that’s worth something to your bottom-line. It’s known as positive brand equity.
However- if when you “leave the room”, the real stories come out and you’re basically looking like a jerk – well no logo is getting you out of that.
I may live in one of the most branded towns in the U.S.. Afterall, Huntington Beach threw-down with Santa Cruz to capture the trademark on “Surf City USA” . However – every year about this time, the big guns come to town with the US Open of Surfing and school everyone on brand experience. It’s about that time again […]
Location-Location-Location. Ok -sure, but let’s get more specific. Recently, the National Building Museum concluded a survey to better understand how people interact with the built environment – your home, neighborhood, and city. The initiative was called Intelligent Cities and delves into the subject of home choice. They added a new spin with the opening questions: “What were […]
Ahem… “The full-page (& really pricey) real estate ad in the weekend paper is dead. Yep- Even for Grand Openings.” A friend lamented the other day, “They put another full-page ad in the paper…and were able to track 13 guests to the models. I don’t get why we are still putting money into newspapers.” My guess is that […]
“a great place” – a series of engaging spaces for consideration…perhaps inspiration for the people who build spaces everyday. meet replay Replay, an Italian denim company, reaches new heights in brand experience in their stores and view them as key to developing & quickly conveying their brand. The company seeks to redefine the traditional concept of a store as a mere […]
Homebuilders with Klout and What’s Klout?
the science of email findings
Is your brand “remarkable” ? A huge question that in today’s marketplace really asks “Are you engagingly marketable?” Communication is now overflowing with irrelevant clutter; providing instant transparency; and social media allows everyone to comment with just a click. For this environment – let’s redefine the word “remarkable”. “re·mark·a·ble:(adj) worthy of remarking on.” If something is remarkable – talking about it, actually makes you more interesting . Let […]