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Branding

A Way With Words

Submitted by Hamish Chadwick on Sat, 18/06/2011 - 12:33

The ingredients of a formidable tagline:

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New KFC tagline won't ruffle any feathers

Submitted by Hamish Chadwick on Wed, 23/02/2011 - 15:07

"'Finger lickin' good' is very good but it's very food-centric," says Martin Shuker, chief executive of KFC UK and Ireland.
"'So Good' is still about the food but it also allows us to more effectively communicate the breadth of different things about the brand, such as our people and our community," adds Shuker. (courtesy Brisbane Times)

Wishful thinking.

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Rebranding: Managing Change

Submitted by Hamish Chadwick on Wed, 28/10/2009 - 13:25

A change of identity will be welcomed by some and disliked by others, so it needs to be managed. Everyone within an organisation must be involved in an identity project in some way and understand why the project is going ahead.

If people are expected to embrace change and run with it in the long term they need to be introduced to it in a way that is encouraging and not threatening. People need to be ‘sold’ on the idea.

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Are Contradictions Damaging Your Brand?

Submitted by Hamish Chadwick on Wed, 21/10/2009 - 12:57

A logo used with other brand visuals used in a commercial environment is how you ‘show’ your values.  But, what do you ‘say’ and what are you ‘doing’ to reinforce your difference? 

Most businesses don’t realise it but one of their most powerful branding tools is usually already being utilised through what their team are saying and doing every day.

Have you identified areas where contradictions may occur?

Consider an organisation that values technical superiority

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