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Featured Branding articles, Brand Management Articles by expert witnesses and consultants. Contact Us if you are interested in having your work published on our website and linked to your Profile(s).

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11/13/2019· Branding - Brand Management

Consumer Brand Confusion: When Might Consumers Confuse One Brand for Another?

By: Brent Coker, PhD

One common disgruntlement brands have against other brands is similarity. In the courts, brands argue that another brand is too similar, and that this causes confusion whereby consumers may believe there is an affiliation between the brands.

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10/24/2017· Branding - Brand Management

Brand Valuations: Identifying the Opportunities and Challenges

By: Brian Buss

Based on our knowledge of and ability to analyze and value businesses, valuation professionals are uniquely positioned to provide valuable information to business owners and managers regarding the financial value of their brand assets. In other words, how a company's brand assets are contributing to the company's overall financial performance. This "Special Issue" of The Value Examiner is intended to kick-start the discussion on brand valuation by identifying the opportunities and challenges in completing brand valuation assignments for our clients.

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8/13/2018· Branding - Brand Management

Three Critical Steps to Creating and Protecting Your Trademark

By: Rob Wallace

Trademarks are everywhere. They're embodied in logos and symbols (Nike's Swoosh), color schemes (John Deere's green and yellow), numbers (501 jeans), slogans ("Eat Fresh"), and even shapes (Method's product packaging). They're memorable. They distinguish products and services of one provider from those of another, ensuring that customers do not confuse their source. In fact, avoiding consumer confusion is trademark law's primary goal.

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9/4/2018· Design

Redesigning the Design Industry; "The Next-Generation Consultancy"

By: Rob Wallace

Those of us who run design consultancies embrace change. In fact, we are often our client's primary "change agents". We foresee the emerging need in the ever-evolving market, and mold our clients' brands and experiences to meet that new need.

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9/27/2018· Branding - Brand Management

Branding 4.0 and the Age of Hyper Customization

By: Rob Wallace

Brand identity and package design has entered into its 4th generation. And in this next phase, the brand will never again have the same message to the 100 million consumers. It will offer 100 million "on-brand" messages customized to each individual consumer. To trace this progress, its relevant to understand how branding evolved from its onset.

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10/5/2011· Branding - Brand Management

Blood, Sweat and Tiers: Building Optimal Brand Identity Architectures

By: Rob Wallace

Brand extensions are more than twice as likely to succeed as new brands. With mega-brands like Crest extending to more than 80 SKUs in the United States alone and over 300 products worldwide, today's brands are not just expanding-they are hyper-proliferating.

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10/28/2011· Branding - Brand Management

Proving Our Value: Measuring Package Design's Return On Investment

By: Rob Wallace

I've spent the better part of 20 years on the package/brand identity design pulpit.With my colleagues in corporate and consultant design, I have tried to spread the gospel of package design's pre-eminent role in communicating the brand's core identity, its emotional essence, and its primary connection to consumers.

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4/20/2012· Branding - Brand Management

Brand Identification: Be Smart, Be Simple

By: Rob Wallace

Today's world is cluttered with messages. In this enviromnent, Rob Wallace urges simplicity. Powerful brands cut through perceptional noise with a memorably iconic and minimalist approach to colors and symbols. Case studies amplify the principles he advocates, and a three-step process outlines specific criteria managers can use to build designs that are visually clean and engaging.

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10/5/2012· Branding - Brand Management

The Tropicana Trouble: How It Might Have Been Prevented

By: Rob Wallace

In the past few weeks I have heard marketing directors from three different large consumer packaged goods companies begin a strategic brand identity design discussion with the warning, "My brand needs significant enhancement, but don't to go too crazy.

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3/22/2013· Branding - Brand Management

Icons - Your Brands Visual Essence

By: Rob Wallace

In the visual circus that has become the retail environment, the icon can be your most effective tool for communicating your brand s message and for connecting with your consumers.

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