Latest "Brand Matters" Posts
Classic fonts, Google fonts, and your brand font compete for compatibility across all channels.
Recently Communication Arts Magazine published an article about the future of "Fonts at Risk.” The article focused on a variety of classic fonts such as Adobe Garamond, Frutiger, and Helvetica in danger of going away because they are being used less and less as brand fonts. It’s true, there has never before been so many font options available (hello Google fonts) with new versions debuting constantly. Helvetica now has three versions, old original Helvetica, Helvetica…
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Channel Partner Marketing: Do’s & Don’ts
Getting More Value Out of Your Channel According to data from the CMO Survey in August 2017, many companies that continue to use channel partners to market brands and products, are finding ways to get more value and volume out of their channel. We have seen some organizations move away from the channel partner model, but we’ve also helped others invest in a better experience for channel partners with great results. Figure 1. Benefits of…
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It’s a Matter of Brand Trust
Where Do We Stand Today? I had the chance to attend A Battle for Truth and Trust last week, an event produced by ANA Chicago Business Marketing. The event featured a look at the results of the 2018 Edelman Trust Barometer and the impact on brand trust, presented by Chuck Kaiser: General Manager, Corporate Affairs—Edelman. I’ve watched this annual report carefully over the last 17 years and was very interested to see where this year’s results took…
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How long will my logo last?
Having branded many companies over the years, we get asked this question every time we finish a rebrand. “The new brand is exciting, we can’t wait to get everything launched—now we won’t have to do this again for a while right? How long will the logo last?" The answer is...there are many answers depending on your brand strategy. In a perfect world we would create a logo and never touch it again, but no one…
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