My Account 
Knowledge Base
The foundation of our brand development process is knowledge. You will glean a wealth of information and expertise on this web site, from decades of Brand Establishment experience, the refinement of our unique processes and from the combined experiences of our founder, managing partners and our Certified Brand Strategists nationwide.
Included in this section are Case Histories, opinion pieces and White Papers provided by our Brand Establishment members, other respected brand leaders, and the BE founder and managing partners.
Knowledge is power. The Brand Establishment is dedicated to building the brand knowledge base and bringing a focused clarity to the science and art of brand development. What you really need to know and understand about brand development.
1. The definition of a brand: Evidence of distinction. Without distinction, you’re brand “X”, or generic, or worse, a commodity.
2. The difference between branding and brand development.
- Brand development is the discovery process we go through to unearth the “Evidence of Distinction,” and the development of communications of that differentiation.
- Branding is the tactical application of that distinction in all our communications materials.
3. Brand development is not a marketing initiative. It is a corporate initiative. In order for a distinctive brand to be deliverable, it must be discovered and adopted at the very top echelon – the CEO, COO, President, VP of Marketing/Marketing director, etc.
Featured
Brand Architecture: House of brands or branded house. Man, have things changed.
In school, most of us were told that in brand architecture, there were two models: The House of Brands (Proctor and Gamble, Unilever etc. – every product is individually branded) and The Branded House (Nabisco, Johnson and Johnson, etc.- each product or brand leverages the value of the parent… Read the full entry
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An Arrow In Our Quiver
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I was talking with a Brand Establishment member principal a few weeks ago and he told me that his agency had just won the Arrow Distributors business. "Wow,"…
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When the market cools, consider a fur coat.
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Here we are again in another economic downturn. Headlines in the LA Times in late March of this year, read, “U.S. home prices droop 11.4% in year”. Some would…
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Do this or die. Again.
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Never, in my wildest self-elevating fantasies, would I compare my neuro-matter to that of the late, great ad man Bill Bernbach. But in the late sixties, Doyle Dane and Bernbach published an ad in Time Magazine with the headline: Do This Or Die. The ad challenged the advertising industry of that day… Read the full entry
