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February 21, 2018

  • Comments Off on BRANDING | 10 Ways Marketers Hijack Branding…and How It’s Killing Companies | Part Two
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BRANDING | 10 Ways Marketers Hijack Branding…and How It’s Killing Companies | Part Two

#2. BRANDING IS NOT SLAPPING A LOGO ON A BASEBALL CAP.

Suddenly the world is teeming with merchandising and OTHER DESIGN FIRMS that SIMPLY SLAP A LOGO ON a promotion or trinket, and triumphantly call it branding. You’ll often recognize them by their websites plastered with gazillions of prominent COMPANY LOGOS they DIDN’T DESIGN or STRATEGIZE.

These BRAND BOTTOM FEEDERS may try to con you into designing your serious intellectual property assets, like logo or design system. But most have ZERO BRANDING EXPERIENCE and provide NO BRAND STRATEGY, let alone understand your business challenges. The better ones will follow your brand guidelines and policies, but that’s about it.

So before you hire “ XYZ Branding ” firm, find out what they actually do. Make sure you consult with a PROVEN BRAND + IDENTITY FIRM that has IN-DEPTH EXPERIENCE defining, planning and executing critical brand and creative decisions—including KEEPING IDENTITY and PROMOTIONS ON-BRAND.