Negative branding, often in the image and sometimes the language used, is not attractive to most audiences. It’s much easier to attract people to work towards a positive purpose.
In the cause-driven nonprofit world there are many against something (anti war, anti abortion, combat global warming) when they could just as easily be for something. This [...]
When I conduct branding research for my non profit client, after establishing what the interviewee perceives the values of the NPO to be, I probe to see what human associations the person makes with the values. I give an example. I say “When you think ‘nonviolence’ you may think ‘Gandhi’. 30% or more seem to [...]
Who doesn’t want to persuade? Make a distinct impression, change a mind? Certainly, the essence of branding is just that. Elements of Persuasion is a brilliant book about how to communicate through storytelling; how to influence others; how to make an impression. Dickman and Maxwell meticulously researched their subject and as a result, tell fascinating [...]
Quakers (AKA The Society of Friends), who some misguidedly think are either Amish or dead, are in fact alive and assimilated – actively engaged in worshipful activities all over the world. Friends’ testimonies (statements of values) form the acronym ’spices’: simplicity, peace, integrity, community, equality, stewardship.
Quaker Oats Company logo (black-hatted, white-haired 19th Century man) just [...]
When I was at Parsons School of Design, I transformed my Manhattan railroad flat kitchen into an American flag. I picked blue fabric with white stars for the table cloth and curtains. I painted the walls a deep red, the floor a deep blue. I thought the American flag was just terrific. I loved the [...]
I, like Carnac the Magnificent, can tell you the contents of 95% of the nonprofit solicitations that come in my mail each day – without opening the envelopes. Inside there will be a two-page letter from the head of the organization with a lengthy, highly crafted explanation of what the organization is doing, which makes [...]
Recently, at the TED Conference held in Monterey, California, Sir Richard Branson (a brand in himself) took the stage to be interviewed by Chris Anderson, TED’s head and fellow Brit. Branson spoke about his dazzling career with Virgin Group (which grosses 25 billion dollar, has 55,000 employees within 200 Virgin companies) including publicity stunts with [...]
How honest are we about who Abraham Lincoln was? In his time he was not considered an effective president by many, was prone to depression and had an annoyingly high pitched voice. Yet he was also a great man who took the country through a very rough time – the Civil War. He was martyred [...]
Who owns Atlantic Terminal? Daffy’s? How convoluted is that? Chuck E Cheese owns Daffy’s? The mind boggles. What were they thinking?
I was in my car in Brooklyn when I took this shot. Half a block back on Atlantic Avenue I had missed snapping the front of the Atlantic Fed Ex drop off store. You should [...]
Are you amazed? Why? Apple Computers has been working towards this since its first iMac was born. This is the ultimate in branding: It’s a seamless progression. And, as part of their business, Apple has become so much more than computers – so lose that word – it’s now just Apple period.
And, of course, Apple [...]