Image Maker and Brand Developer

A brand developer proverb--"Advertise...duh!"

Posted by Ken Gasque on Oct 5, 2016 10:32:43 AM


That is the caption for my next tee shirt. Yes, I like tee shirt marketing. It’s fun. People like tee shirts. It’s a challenge to capture a meaningful message in a few words that grabs people’s imagination and stimulates their interest.  The investment is low, can be less than $300 for 50 shirts.      If you have a creative message your audience will wear them and create brand awareness for you for free. It’s not your audience, you say…don’t be so sure. Everybody likes creative messages and almost everybody wears tee shirts at home and in public. Put your message on a tee shirt and spread the word for years to come.  Try it.  It’s a start for doing some outrageous marketing where the returns are really effective.  Sometimes a brand developer wants to be a guerilla marketer.

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Topics: Differentiation, Brand, Brand Image-Maker,, advertise, inbound marketing

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

How are you differentiating--A Quiz

Posted by Ken Gasque on Apr 10, 2015 9:13:24 AM

“Think Different” was an Apple advertising campaign.  It was celebrating many people who thought different and changed the world. “To the crazy ones. Here’s to the misfits. The rebels. The troublemakers. The people who see the world differently… The people who are crazy enough to believe they can change the world are the ones who actually do.” Albert Einstein, Martin Luther King, Jr., Richard Branson, John Lennon, Thomas Edison, Mahatma Gandhi, Amelia Earhart, Pablo Picasso, Jim Henson just to name a few mentioned in the campaign.

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Topics: Differentiation

9 Steadfast Rules of Branding

Posted by Ken Gasque on Mar 13, 2015 1:14:39 PM

These may seem like common sense rules but entrepreneurs and business owners often forget everything they learned about the rules of branding, marketing and advertising when they begin marketing their own products and services.  It becomes personal.  

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Topics: Brand development, Differentiation, Branding, Persona, Brand development process, Brand Image-Maker,

Brand Development Process and The Biggest Reason Advertising Fails

Posted by Ken Gasque on Mar 5, 2015 8:04:01 AM

I met Bob Evans Jr. several years ago at a convention. He was the keynote speaker. After his speech I introduced myself to him and told him how much I enjoyed and appreciated his speech. We talked for a bit and then he asked me what I did for a living.  I told him I was in advertising and marketing and that my company built brands. He said, “I can give you a testimonial.” Really, we just met? “Well, a testimonial for advertising.”

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

What is perception... decisions, decisions, decisions

Posted by Ken Gasque on Jan 21, 2015 11:56:53 AM

Malcolm Gladwell describes this decision making process in his book Blink… Psychologist Nalini Ambady asked her students to review three ten-second videotapes of a teacher without any sound.  She then asked them to rate the teacher.  She did the same exercise again giving the next class five seconds to rate the teacher.  Finally she gave a class two seconds to rate the teacher.  The ratings were basically the same for all three classes. After a full semester of classes she asked a different set of students to rate the professor again. The ratings were essentially the same.  

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Topics: Differentiation, Branding, What is perception

The Brand Development Process

Posted by Ken Gasque on Dec 4, 2014 7:47:00 AM

What is the single biggest problem affecting business today? Healthcare—nope. Employment—nope. It’s a lack of sales. The NFBS (National Federation of Independent Business) did a survey to determine the biggest problems businesses are facing today and they determined that it was a lack of sales. I believe in research but I am not sure you need to do a survey to come to this conclusion.  Casual conversation among business people reveals that sales are down in almost every sector.  The first question business people ask each other is “how is business?”  Which means, “How are sales?”

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

Masters of Marketing

Posted by Ken Gasque on Nov 19, 2014 9:20:31 AM

The Association of National Advertisers' Masters of Marketing conference was held last month in Orlando, Fla. Big and small marketers came together to share best practices and ideas.

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Topics: Differentiation, Branding, Creative, Brand purpose

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