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Scott White's Articles in Branding

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  • Brand Development - You Should Improve Your Branding
    Brands are an extremely vital element in your product and corporate value proposition. With communications so pervasive today, corporate branding and product branding are becoming fused as one.
  • Branding The Ford Motor Company
    Have you seen the new commercial and re-branding from Bill Ford and the Ford Motor Company? As you know Ford is in big trouble. So they seem to be changing their positioning and re-Branding.
  • Branding, Positioning and Differentiation
    Different products need to be different brands with different names. However, the only thing common about this sense is that it's all too commonly ignored in the hopes of cheating risk and the possibility of failure.
  • Corporate Internet Branding Fundamentals
    The Internet, whether through public Web sites, search engines, Internet radio broadcasts, and e-mail are very targeted. It is shown to reach the right target at the right time with the right message.
  • Defining Corporate Identity, Brand Identity & Brand Image
    Corporate identity is a company's visual presence, which involves the corporate logo and design strategy for corporate marketing collateral.
  • Google Takes Manhattan
    Google's Internet search brand is so strong that we forget how big a player it's becoming in the world's advertising markets. Even when we read the latest forecasts about its growing success, we tend to think exclusively about Google's online brand image.
  • Hiring A Branding Company 101
    The steps you need to know to make the decision.
  • The Makings Of A Marketing Plan
    Fact is, just the thought of a "marketing plan" overwhelms many. Mention of projections, studies, demographics and segmentation are returned with blank spacey stares.
  • What Is Brand Identity?
    A strong brand identity can position a company above its competition all by itself.
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