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Branding

Article: The Right Way to Do Association Rebranding

We are nearing the conclusion of a comprehensive rebranding project for APCO International, the world’s largest organization of public safety communication professionals. For the most part, it has been the m...

Article: Branding Centennial Contractors Enterprises

Recently, I wrote a post about the meaning of branding. Here is the second of two examples of the branding process.

Article: Branding Schmambing – What Color Are The Business Cards Anyway?

David Carrithers, vice president of marketing at Centennial Contractors Enterprises discusses the essence of branding. I was recently asked to explain what brand means to an industry association. So I shared some thinking and...

Article: What Makes You So Special?

I once sat down with a client to take notes for a corporate brochure we were producing for his mid-sized construction company. I launched into the "Marketing 101" drill, asking questions about the services his company provided, target audiences,...

Article: Who are you, what do you do, why it is important and who is it important to?

Courtney McCarron Hastings, director of communications at APCO International, discusses the importance of differentiating your brand. In my

Article: A Brand is Not a Logo

Courtney McCarron Hastings, director of communications at APCO International breaks down a brand. When you think of Volvo, what do you think about?  ...