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Brand Strategy. Steve Poppe, Founder.
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Name, Logo, Tagline and Package.

By
Steve Poppe
-
December 13, 2016
724
0

After product, the most important elements of a brand are the name, logo and tagline. For consumer products package is also crazy important. It’s ironic that most of these elements are developed without a brand strategy to guide them.

Defined as an organizing principle for product , experience and messaging, a brand strategy can supercharge a product or service if developed before the name, logo, tagline and package. But typically, the process is bass-ackwards. The Amerinds got this right in the naming of their brethren and sister-ren: Crazy Horse, Sleeps in Woods, Antelope Runner all reflect a persona or quality. Strategy first.

Today, sans, strategy and sans big startup R&D budget, many companies name products much as they name their children. Lots of effort, good likeability, no strategy.

Brand strategy development is easier for products and services that have been around a long time. There’s something to study. It’s hard early on when a “marketable” is in the development stage.

What’s The Idea? was a strategy before a service. It works the hard way.

Peace.

 

 

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  • TAGS
  • brand strategy development
  • creating a logo
  • creating a package
  • creating a tagline
  • how to develop a logo
  • how to develop a package
  • how to develop a tagling
  • naming
  • organizing priciple for product experience and messaging
  • whats the idea
  • whatstheidea
  • when shold I develop my brand strategy
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