Articles
from Brandology and Brand Alignment Group principal Michel
Hogan, listed in
chronological order from most recent
at the
top.
We Need A New
Word For Brand!
[REVISED EDITION]
To unlock their brand's true potential, today’s
companies need to let go of slick superficiality and embrace
authenticity! Originally published on ChangeThis.com, this
Brand Manifesto is a rallying
cry to all organizations to take back their brands!
Download
Manifesto
Mind the Gap
Does your brand risk falling in between reality and expectations?
This article briefly explores the dangers and how you can "Mind
the Gap."
Read article
What Do Core
Values Have To Do With Brand? Everything!
At the core, your organization’s Brand is a reflection of the actions
and beliefs of the people who work there. Those actions and beliefs are shaped
and directed by the core values they hold. So before you start trying to give
your brand more sizzle, ask a question sure to generate some long-term results – “Do
our core values and our Brand align?”
Read article
The Brand has
No Clothes
This is a modern brand fable. Much as the Emperor and people
in Hans Christian
Andersen’s century old fable are fooled by two clever tailors, so are many
companies fooled into believing their brands show what isn’t there.
Read article
Everything
You Know About Brand is Wrong... Thank Goodness.
The sad fact remains that most companies practice branding for the neighbors - focusing on the exterior look rather than what really matters - aligning everything possible about who they are with what they do and say. Are you guilty of viewing branding from a purely marketing driven perspective?
Read article
Key Principles
of Brand Alignment
It's about much more than marketing. Brand is perception and it is shaped
by everything you do and say as a company.
Read article
These articles are licensed under a Creative
Commons Attribution-No Derivative Works 3.0 Unported License.
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