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The BrandSavants Brand Blog

September 2020

BrandSavants Earns Multiple Healthcare Advertising Awards

Creative work for BrandSavants’ clients Riverside Medical Clinic and Palomar Health received multiple awards in the 37th Annual Healthcare Advertising Awards competition. This event is the oldest and largest healthcare awards creative contest, and one of the ten largest advertising awards competitions which exists. Over 4,200 entries were judged and awarded earlier this year. The […]

August 2020

Brand Management – Is Ellen Losing Authenticity?

The recent stories and revelations that have surfaced about Ellen and The Ellen DeGeneres Show first appeared to be about a lapse in internal brand management. But it might be a brand failure on a larger scale. Bad press can be damaging to any brand, but in this case, it may be more damaging than […]

July 2020

A Rebrand? Tell the Washington Redskins It’s More than a Name

There are typically a number of factors an organization considers when contemplating whether or not to rebrand, but the Washington Redskins only needed one. The market has changed. That dilemna faced the Washington NFL franchise, prompting their recent decision to drop the “Redskins” name as well as the Indian head logo. The organization has been […]

Enculturation™: Living and Breathing the Brand from the Inside Out

Your company has done the work to determine your brand identity through the brand development process. You have staked out your area of distinction from the competition. You have planned diligently to align your brand strategy and your business strategy. Now what? Enculturation™. You’ve got all these great ideas and now, you have to put […]

February 2018

Sales a Little Wobbly? Check the Business Strategy and Brand Strategy Alignment

I was talking to a group of small agency principals recently. I asked how many knew their largest client’s business strategy. Fewer than five of the 50 or so in attendance raised their hands. That didn’t surprise me.Remember, a brand is a promise and the corporate strategy should be to fulfill that promise. Too often, […]

January 2018

Brand the Bigger Brand

A question I am often asked is, “Should we brand our products or our company?” And I most often reply, “The company.” That’s not to say there’s never a reason to brand products, but I nearly always suggest the company. Here’s why. It’s the bigger brand. You see, when we begin the brand building process, […]

Read More… from Brand the Bigger Brand

Time to Brush Up Your Brand? 11 Unmistakable Clues You Might Be Ready for a Brand Refresh

With the visibility the topic of branding receives today, you may be starting to think more about your own brand. Are you growing your brand? Is it working for you? Is it time to invest in a round of brand development or consider a brand refresh? Well hold on: A full-on brand development or brand refresh […]

December 2017

Brand Is Your Shot for the Lead

Great brands continue to thrive for years after their introductions. Others don’t. The great ones control their categories. They set examples for others to try to mimic. Brands like Hallmark, Nike, Michelin, Southwest Airlines and Mercedes are emblematic of great brands. Blockbuster, Pan Am, Circuit City and Oldsmobile represent the fallen. So why are there […]

November 2017

Brand Development: Defining Your Claim of Distinction

You’ve decided to apply for a job! What’s the first thing you do to prepare for a potential interview? You’d probably start by taking a look at yourself to determine what sets you apart from other candidates. That would include a review of your experience, your strengths and past success. You then use that self-assessment […]

Clever Taglines and Catchy Slogans Versus a Value Proclamation

How many times have you heard someone say, “That’s a catchy slogan?” Or, “That tagline is so clever?” Typically, what they are describing are the words located under a logo at the end of an ad. Or possibly what a voice-over communicates at the end of a commercial. The words may or may not be […]