Image Maker and Brand Developer

A Brand Developer Can Learn From Dog Marketing

Posted by Ken Gasque on Oct 25, 2016 8:07:07 AM


 Over generations Labrador Retrievers (or insert the dog of your choice
because it is universal) have honed their skills as an art form that we humans call marketing and advertising. You can observe month old puppies already applying branding tactics that will serve them all of their life. They know instinctively the brand marketing basics:

  • Show up
  • Differentiate
  • Pay attention
  • Don’t Quit

They are the original brand developers.


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Topics: Marketing, Brand, Brand developer, don't quit, brand developing, differentiate

This ought to scare a brand developer.

Posted by Ken Gasque on Oct 12, 2016 4:24:51 PM

If you are president of a company, own a business or are the marketing manager of a business, I am referring to you as a Brand Developer.

The Apple vs Samsung lawsuit should be more that a passing interest to you.  The courts are deciding how you can differentiate your brand.


What is happening to brand development process?

            Apple sued Samsung for infringing on three design patents for discrete components of the iPhone — the front face of the device, the rounded edges framing the face, and the device's distinctive matrix of colorful square icons. Apple won the suit and Samsung was ordered to pay $399 million in damages. I am going to paraphrase NPR but you can read the NPR article online.

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Topics: Brand development process, Brand developer, Design

Rules for brand developers and image-makers

Posted by Ken Gasque on Sep 29, 2016 12:11:48 PM

A brand is a promise, an experience and a trusted friend. 

A brand is an experience we keep going back to because it makes us feel good. It says something about who we are. It is a promise that we are reminded of by smells, sounds, touch, taste and visuals (image).   Brand developers know that you find or create your brand or a brand will be created for you.  

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Topics: Brand development, Branding, Brand Image-Maker,, Brand developer, brand image makers, brand developers, creating a brand

Brand Development Killers You Should Know If You're A Brand Developer

Posted by Ken Gasque on Sep 8, 2016 3:15:11 PM

Not that you want to kill your brand. These are five stumbling blocks that get you labeled but not branded. If you are not careful and aware of what is happening your customers will define who you are and label your product or service. Brand developers constantly monitor social media and talk to customers because they know listening gives them the edge.  9 Steadfast Rules of Branding

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Topics: Brand development, Branding, Brand, Brand developer

Brand developers what is your most important tool?

Posted by Ken Gasque on Aug 9, 2016 12:02:17 PM

Your logo, if you do it right.

Starbucks logo is like a beacon—welcoming and inviting. The story is Starbucks adopted a Siren–“a seductive mystery mixed with a nautical theme.” She is at the heart of Starbucks… “she’s a muse –always there, inspiring us and pushing us ahead. And she’s a promise too, inviting all of us to find what we’re looking for, even if it’s something we haven’t even imagined yet.” These are the feelings of Starbucks management describing their logo and building their brand.

FREE LOGO QUIZ Test Your Logo Knowlege


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Topics: Image Branding, Differentiation, Branding, Brand, Brand development process, Brand developer

Brand Image Makers Differentiate

Posted by Ken Gasque on Apr 30, 2015 10:37:29 AM

If it were easy everyone would differentiate. I was talking to one of my favorite clients recently and she said “We created a logo ten years ago and we used blue and green as our colors.  This was something very unusual in our profession.  Today, everyone of our competitors have adopted blue and green as their logo colors.”  When you differentiate others will follow and imitate.  That’s when you know that you are the leader.

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Topics: Brand development, Differentiation, Brand Image-Maker,, Brand developer

The brand development process --Tell me a story so I know your differentiation

Posted by Ken Gasque on Apr 22, 2015 4:15:25 PM

If you want advertising to work, tell a story.  I will get the message about your differentiation.

What does a story do? It creates a movie for your mind’s eye. A good story will be played and replayed in the mind for days, weeks, and months to come.

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Topics: Differentiation, Brand development process, Brand developer

Brand Developer--A simple idea and some humor may be all you need

Posted by Ken Gasque on Apr 20, 2015 3:41:57 PM

Sometimes a simple idea is more effective and engaging than a collection of ideas that try to communicate all of the features and benefits of your service. The problem with the simple idea is not the idea but the client’s resistance to it. They feel that it’s just too simple to work.  It doesn’t tell all about their product’s benefits.  Often a simple idea is humorous and they feel their problem demands a serious solution because their business is serious.  They are afraid to have some fun at their own expense.   But we love people who have a sense of humor and who don’t take themselves too seriously.  The same is true for products and services…especially serious products and services. A brand developer knows not to take your product too seriously, your customers don’t.

            Serious products such as home and auto insurance have produced some of the silliest and funniest advertising on TV today.  Progressive Insurance is using Flo’s family dinner conversation to make fun of its own marketing.   Geico is outspending all insurers using silly situations with a gecko and a pig to tell their story and they’re increasing sales. 

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Topics: Creative, Brand developer

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