I'm doing research on understanding which topics move the branding community. Could you fill out this short questionnaire? This would help us to create more relevant and appealing content for brand professionals. I'd appreciate it!https://x3lkgam6xh5.typeform.com/to/KXBR46w1
Something that has fascinated me from day one of working at Frontify was how much people here truly love spending time with each other. A feeling that becomes so palpable when you walk up to the third floor to get your morning coffee ☕️. And even if you don’t join in on the chit-chat, a round of FIFA, or ping pong you can’t help but catch a little bit of that joy and energy yourself as if it were contagious.With more and more people embracing hybrid and remote work, new challenges but also opportunities arise to create and maintain that same (or similar) sense of connection between colleagues.Needless to say, I was absolutely fascinated when Chris Savage, CEO, and co-founder of Wistia, told me (in the middle of a conversation about video marketing of all things) that their employees had all been gifted an Oculus 🥽 and are now, for the first time since the pandemic, spending time together on a “virtual” mini-golf course. Way to go 💪.This reminded me of the Webinar “Building a Strong E
“Employer Branding" has both the words “Employer” and “Branding”, directly reminding ourselves of a dilemma: is this topic owned by Brand Management or should it be run by HR instead? I’m curious to hear where Employer Branding sits inside your organization and how the two teams (after all, they are both involved) work together, building an attractive brand for potential and existing employees.
For me as a brand professional, it has always been a little challenge to find interesting magazines about brand management. There’s a lot of books and certainly many interesting places can be found online, but I haven’t spotted any great printed magazines with full emphasis on brands and brand management yet. (Usually, one ends up reading publications about design, marketing, or business in general instead.)Do you know any magazine(s) you could recommend? And what are the blogs, newsletters, and forums you read online?Thanks for sharing.
Luckily, most clients are professional hardworking brand specialists working closely with their agencies to grow their brand and build strong businesses. But how much is the work the agency put in actually worth? Spoiler alert: I don’t have an answer, but I still really enjoy this talk from Creative Mornings by Mike Monteiro where he discusses how hard it sometimes is to charge for creative work. And just a heads up! there is some graphic language in there!It’s an old one, but do you think what he says is still true?Are designers not being properly paid for their work?
As I review findings from Frontify’s recent brand awareness test (aided and unaided), I’m wondering how some of you might be leveraging brand awareness findings within your organizations?Since this is the first quantitative testing we’ve done with the general market, it will serve as a great benchmark to measure awareness going forward. And I’ll be sharing results with our teams to show where we currently have gaps in perception and how we could address them across the customer experience. But I’m sure there’s much more I could be doing! What ways are you all making use of brand awareness data at your organizations?To identify potential integrations? To determine which events you want to sponsor or attend? To drive sales content enablement? As insight for sales and marketing campaigns? Other?I’m very interested to hear!My best, Nina
This week’s headlines on Facebook raised some challenging questions for me. Facebook is a valued customer of ours, and in many ways, their reputation was hurt this week. We have their logo on our website, which leads me to the main question: does having the Facebook logo on our website affect the perception of our brand in a negative way? I would love to hear your thoughts: If your customers’ reputation gets damaged in any way, how do you behave as a company? Do you take action in such a case, and if so, how?
There are so many differing approaches out there when it comes to the perfect way to express a brand through communication. The format, parameters, goals, and audience of course play an immense role in all of that, and yet, there tend to be some commonalities in what’s often considered a job well done. If you could nail down all that you’ve read, tried, and heard of about successful brand storytelling to one – and only one – point, what might that be? Before I give my 2 cents on this I’m really curious what your thoughts are. Moreover, can you really narrow it down to just one thing, or is it always a variable combination? Ready, set… Now, let’s see if there’s a trend or the beginning of a friendly debate.
One of my favorite design thinkers is John Maeda. His yearly Design in Tech Report, now called CX Report, is always filled with really great insights, fresh perspectives and great examples I hadn’t come across before. On top of that, he was the first person that really opened my eyes to how excluding design can be, because so much is created from one perspective, with one type of person in mind as the potential user. Through John Maeda, I found this pretty interesting Toolkit For Responsible Innovation created by Microsoft. I’d be interested to hear other people’s thoughts on this topic, should ethics be part of the innovation or design process?
When we talk about brand or brand management, probably what pops in the mind of most people are logos, ads, songs, campaigns and all the unique identifiers that make a brand be visible and highly recognisable. A less spoken component of a brand is how every employee interacts with the customer and conveys the tone of voice and brand ideals, with emphasis to the “frontline”, such as customer support and customer success.How do you, brand experts, make sure that the brand is also lived and assimilated, in every interaction with the customer, in a daily basis, knowing that normally those interactions start with a problem that needs to be solved and need to be shaped into a positive brand experience?
It is harmful to the nature, but is litter in nature and public places harmful to the brand of its origin, e.g. Red Bull cans at the beach, MyDonalds boxes on the road, etc? Should these brands neutralize their package to avoid this damage of their brand? What do you think?
For most of the companies I’ve worked for, I’ve had the chance to work together or at least sync with the founder. I think this has been extremely valuable, understanding the origins and purpose of the brand way better and getting stories out of the first hand. Founders can typically tell about why the brand’s name was chosen, why that typical brand color was selected, and what made the business take off in the first place. What’s your experience?
Not too long ago I was fortunate enough to have been asked by Frontify’s own Founder and CEO Roger Dudler to discuss via Linkedin Live how I used the ubiquitous brand archetypes to inform parts of the brand strategy and branding work I led for ringDNA. Hope you’ll find something useful from our conversation and as an added bonus, I’ll share the Figma link (view only) here as well that directs to a small part of the Archetypes Workshop I discuss in the video. How have you used Archetypes in your process? Additionally, here’s a more detailed story “Decoding ringDNA’s Brand.”
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