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The Fourth Corporate Statement: Brand Position

June 27, 2019


The punch list for starting a company always includes vision, mission and value statements that express the intent and underlying beliefs of the organization. Rarely does the punch list include the brand position – but it should. Here’s why.

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The Fourth Corporate Statement: Brand Position

June 27, 2019

The punch list for starting a company always includes vision, mission and value statements that express the intent and underlying beliefs of the organization. Rarely does the punch list include the brand position – but it should. Here’s why.

Read More

What is in a Name? Naming your company and products to drive brand growth.

June 19, 2019

The name for your company, big or small, could make or break you. And how you name your products and services could help or hinder your ability to grow. Picking a name for a business / product / service can be the most challenging yet exciting thing you do. But how do you know if your name is right? First, let’s talk about brand. When deciding on a name for your company, think about your […]

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Promise + Performance: The 4 Key Insights of the Strongest Performing Brands

June 6, 2019

Your Brand is the essence of who you are. Your Brand is what distinguishes you from your competition. Your Brand offers a distinct set of promises to your customers. And, the performance of your Brand—what it actually delivers—is the single most important asset that your Brand will ever possess.

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5 Questions to Ask Before You Spend a Dime on Brand Development

May 30, 2019

Brand development is a process that, when properly executed, can produce results that drive both top and bottom line expectations inside the c-suite, AND better position your company in the minds of your customers. However, conditions must be right (notice I didn’t say perfect) in order for your new brand building venture to be successful. Before you begin, you need to get real and ask yourself these five important questions. 1. Do You Have Total […]

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What’s the ROI of Brand Development?

May 22, 2019

The marketing world is buzzing these days about “brand” and brand development strategies. In fact, a web search for “brand development” returns almost 350 million results.

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Sales a Little Wobbly? Check Your Alignment.

May 17, 2019

We were talking to a group of small agency principals recently. We asked how many knew their largest client’s business strategy. Fewer than five of the fifty or so in attendance raised their hands – we weren’t surprised. It seems that both agencies and clients are equally at fault for this ‘separate camps’ mentality.

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Why Brands Need Enculturation™

May 9, 2019

A company’s brand should extend beyond surface level internal and external recognition. It should live within the organization – within every department, from engineering, human resources, manufacturing and finance to business services, customer service, sales, distribution and marketing. The Brand Establishment’s Enculturation™ process is exactly what companies need to achieve complete success with their brand development initiatives.

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The Secret to CEO Happiness?

May 1, 2019

The answer is – employee satisfaction. Just ask Mark Bertolini, CEO of Aetna. While recovering from a near-death neck injury, Mark learned that recovery is a state of mind. “If your mind is in the right place, you can do anything,” he shared during a CBS news interview.

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The Multisensory Brand Experience

April 25, 2019

Brands come to life in a number of ways, but what people most frequently relate to is how brands manifest themselves visually. What is the color palette? Is the logo contemporary, classic or quirky?

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Creating a Brand That is Memorable

April 20, 2019

Every company dreams of making a difference in the lives of its customers. An unforgettable company inspires, motivates and connects with its customers. These companies are the brand heroes that dominate the market.

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About The Brand Establishment

The Brand Establishment perfected the first contemporary brand development process specifically for small to mid-sized advertisers more than two decades ago. These tools and procedures have been utilized by companies in virtually every business sector – hundreds of times.