When it is time to position products and services, organizations often do not know where to begin. The most obvious starting point is the branding strategy, but once the new product or service has been aligned with the brand, is there a logical next step?
Consider the audience and how the product or service will serve [...]
We measure a CEO’s performance on profitability, return on equity, and share price. But while striving to achieve these milestones, the brand is often overlooked.
Some of the most successful brands are founded on the vision of a CEO who understands the importance of sending a powerful and consistent message to the marketplace.
John Hancock. CEO, David [...]
A brand is more than just logo and corporate stationary. It is intertwined within the entire organization—from how employees answer the phone to how the stationary is designed to the style and tone of the emails that are sent. An organization’s long-term business plan is no exception—the backbone of the plan should include the plans [...]
People always say that summer marketing campaigns are not worth it because so many people are on vacation and attitudes toward business change during the slower summer months. But what if this very reason not to send communications could be used to your benefit.
Lets look at the two main reasons why experts say it is [...]
Did you know the average person receives over 700 messages a day? Since there is no possible way for us to devote the same level of attention to each of these messages, we are drawn to the messages that mean something to us. Those that are relevant and may meet a current or future need.
A [...]
General Motors needs to focus as much on repositioning their brand as they need to rescue themselves from bankruptcy. GM has become a company of disparate brands. The apparent rationale behind the brand structure appears to be an attempt to cover all possible markets. This please all mentality has resulted in General Motors failing to [...]
The World Wide Web has changed the way we do business. Only 20 years ago, few could have envisioned this technology would have such an impact on the way businesses communicate with each other, their customers, their investors, and their vendors. Most organizations now have a Web site and if they don’t, they are considering [...]
Rebranding. Today I read of a firm completing their rebranding. Did the firm actually rebrand or did they hire a graphic designer to change the logo and graphic styling? The look is not the brand. A brand is an organization’s promise to its marketplace. Did this company completely transform their business when developing a new [...]
When it comes to branding, often the message and the delivery get confused. The message is singular—the brand’s unique selling proposition. In other words, what the brand has to offer its marketplace and how it differs from the competition. The delivery is multi-fold. A combination of where, when, why and to whom the message is [...]
Concord, Massachusetts—ADAMS is pleased to announce it has recently completed brand strategy and development for iJoin—an enterprise who serves the defined contribution plan industry through patent-pending, web-based, mobile technology. To prepare iJoin for a successful launch, ADAMS developed naming, positioning, corporate messaging, logo and corporate identity, a sales presentation, and mobile device interface.
ADAMS also completed [...]