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...
Recently, I wrote a post about the meaning of branding. Here is the second of two examples of the branding process.
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...
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,...
Courtney McCarron Hastings, director of communications at APCO International, discusses the importance of differentiating your brand. In my
Courtney McCarron Hastings, director of communications at APCO International breaks down a brand. When you think of Volvo, what do you think about? ...