Category: Brand Strategy

What is a Brand Personality?

Brand Personality

Branding is, in a lot of ways, the act of creating expectations for how you will interact with your customers. Like an individual’s personality can give you clues into what interacting with him or her will be like, a brand’s personality sets the expectation for what you’ll experience as a...

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The Definitive List of Brand Archetypes

Brand Archetypes

We all want a loyal following. We’re constantly looking for that magical marketing plan that will connect us to our audience and make our product an irreplaceable part of their life. What we don’t often realize is that connections are relationships. If we aren’t clear about who we are, no...

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Your brand comes from your customers, not you

By Deb Gabor When people imagine our job as a branding agency, they usually picture a marketing whiz sitting in a closed off boardroom, brainstorming and crafting a perfect brand. That couldn’t be further from the truth. The reality is, branding doesn’t come from your company or from an agency...

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The brand values pyramid: get to the top

by Deb Gabor In Marketing 101, professors taught us that customers make rational purchase decisions. However, as a student of branding and marketing over the past 25 or so years, I’ve learned that reason informs, but emotion persuades. The practice of branding requires digging a lot deeper into your customers’...

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