Image Maker and 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

Be First or Be Different and Be a Successful Brand Developer

Posted by Ken Gasque on Jul 24, 2015 11:37:55 AM

Being first with a good idea is really difficult and may not happen but once in your lifetime, if it happens then. Apple’s iPod, Coca-Cola, WD-40, Dixie Cups, Post-it Notes, Duct Tape, and Google are just a few great ideas that were first to the market.

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Topics: Image Branding, Branding, Brand

Creative Branding Begins With Frequency

Posted by Ken Gasque on Sep 9, 2014 10:40:59 AM

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Topics: Image Branding, Brand development

Unique design may be the best way to create advertising that sells.

Posted by Ken Gasque on Aug 22, 2014 2:47:21 PM

Gasque Marketing and Advertising has created over $70,000,000 worth of advertising during the past 38 years.  The following 7 points are some of the truths we have learned about successful advertising.

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Topics: Image Branding

Image and design are two of three essentials for a great brand

Posted by Ken Gasque on Jul 18, 2014 1:12:00 PM

Often the difference between a good product or service and an average product or service is image and design, but the third essential is great creative.  “Great creative” is an advertising term used to describe how well the product’s  message is communicated to the target audience. Great creative is also about creating perceptions.  For example, in the 1750’s the German peasants were subject to price fluctuations and even famines when the wheat crop failed.  King Frederick wanted to make life better for his people so he tried to introduce the potato into the market.  While I am sure King Fredrick used image and design, the introduction was not a success. The peasants found the potato revolting and refused to eat it.  So King Frederick rebranded the potato as a ‘Royal’ vegetable and said that it was for the royal family only.  Guards were placed around the royal potato patch to make sure the peasants knew that these potatoes had value.  The guards were given orders to ‘guard the potatoes, but very loosely.’  Because of the perception of value—the peasants made off with as many potatoes as possible and as a result the potato became a staple in the diet of the German peasants.

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Topics: Image Branding

Creative Packaging to Avoid Being a Generic Brand

Posted by Ken Gasque on Jul 4, 2014 7:56:00 AM


Do you remember the ‘Generic Brands’ experiment? It was generally a food product with a white label and a word that described the contents of the can or bottle. The theory was that the manufacturer, distributor and retail storecould offer the products at a much lower price because there was no advertising or marketing done for the product. The label was as austere as possible.  It was cans with white labels and words like “Beans, Soup or Cola” in bold black san serif type.  It was bland.

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Topics: Image Branding

Image Branding begins with your name

Posted by Ken Gasque on Jun 12, 2014 9:47:00 AM


toys_r_us What’s in a name? Plenty. If you’re naming a dog, probably not a big issue except that your neighbors will hear you calling and will judge your creativity and imagination if you name it Dog or Spot and wonder about your political correctness if you name it Obama or Bush.  But if you are naming a child it is a little more important.  If you have a proud family heritage, you may string together several family names.  Or if you don’t plan on being around to see your son grow up you may name your boy Sue.  This guarantees that the boy will have to fight his way through childhood and adolescence to make sure everyone knows he is a boy, and could possibly build a lot of character or get him in prison.

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Topics: Image Branding

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