Rational, emotional and self expressive benefits and a little magic = brand strategy.

Sometimes the conventional wisdom — no matter how fervently believed or widely accepted — deserves to be reconsidered in a new light. There is no shortage of perspectives on brand strategy, but when all the pundits agree, it’s time for a second opinion.

Great Destination Branding: Simple. Genuine. Bold.

As BrandCultureTalk has shouted to anyone within earshot, great brands are more than logos, taglines, slogans, and clever advertising copy.  Great brands assert ownership of an idea – a compelling, credible idea that drives preference and customer loyalty.  Great brands are relentless and consistent about bringing that idea to life, and at their best, employ bold gestures to reinforce their relevance. The same hol

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The Immaculate Conception of Virgin’s Successful Sub-brands

In lieu of an epic Arthurian poem, consider this blog our ode to Sir Richard Branson. 25 years after establishing his Virgin brand, Sir Richard seems pretty content – we’d be grinning too if we were in his position – but never complacent. And for that, we extol our man as a master of perpetually growing the Virgin brand, a tricky endeavor even for the most adept mogul-billionaire.

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Brand, Identity, Consistency, and Orange Juice

At BrandCulture, we're vehement believers that brand is about a lot more than rigidly adhering to corporate identity guidelines. We love when organizations recognize that stakeholders are loyal not to colors or letterforms, but to the connections those colors and shapes evoke. And we absolutely swoon when we see organizations take that knowledge to flex, adapt, and keep their identity fresh in the marketplace. Some moves, however, just don't make a lot of sense. Take Tropicana. Not l

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This is No Time to Skimp on Service

Think of the last time you encountered an exceptional customer service experience.  It may have been a bank teller, a hotel concierge, or even a grocer who helped you locate the perfect produce. Unfortunately, if business analysts are to be believed, you may be clinging to that memory for some time. As companies look to scale back wherever possible, the cost of customer service reps is likely to come under close scrutiny. Ostensibly, it makes fiscal sense to cut service-related co

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