7 tips for building brand identity
Before diving into amplifying the personality of your brand, it’s important to first decide “who” your brand is. If marketers don’t take control of how customers perceive their brands, customers will. “One of the things we’ve got to remember about customers is that they always like to attribute personalities to the characters they interact with,” said Terry Flynn, president...
4 ways to reach a new target audience without abandoning your old one
Four strategies to reach a new demographic without changing what current customers already love about your company. For 56 years, Häagen-Dazs had a consistent message: high-quality, old-fashioned ice cream for sale. But that’s changed: Thanks largely to millennials, the company recently refreshed its brand with a revised logo, more vibrant packaging, new flavors and a global advertising...