Category Archives: Branding

April 28, 2011

The Kids are All Right

Virtually You: How Online is Radically Changing Our Offline Personality by Elias Aboujaoude, MD Author and psychiatrist Elias Aboujaoude, MD has released Virtually You: How Online is Radically Changing Our Offline Personality, a curmudgeonly book about how spending so much time online is making us vicious, childish, and narcissistic. I must confess that I’ve read only [...]
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April 26, 2011

Live Your Brand. Change the Law.

Surly Brewing Walks the Walk Are you living your brand? We have said it before: the best—and easiest—way for a business to appear authentic is to actually be authentic. Meet Bidwell ID client Surly Brewing Company. This Minnesota craft brewery with a cultlike fan base may have tapped into a whole new level of authenticity. Surly has been [...]
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April 8, 2011

What’s your brand personality?

A new lens on how to appeal to your best customers Are you exciting or sincere? I know, you want to be both. It’s better to cultivate one when it comes to your brand, though. At least that’s what seems to work with the people most likely to become your biggest fans. Remember my post on brand [...]
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March 7, 2011

Opposites Attract

Don’t limit your brand to one word Branding tries to simplify an organization’s personality. The idea is to boil down the essence of an organization to one logo, one adjective, etc. A common branding exercise is to ask people, “What is the one word that comes to mind when you think of____________?” The idea is that a [...]
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December 9, 2010

My Oatmeal, Myself

Brand attachment is not about the brand It’s obvious enough that people can develop strong bonds with brands. But a recent USC Marshall School of Business study revealed the real power of “brand attachment.” It found that when people are deprived of their brands, they can actually suffer separation anxiety and will sacrifice quite a bit—in [...]
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