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Branding

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: Marketing Like the Dead

My daughter and I were talking the other day and discussing music as we often do.  Invariably, we got onto a discussion of a band we both share a love for...The Grateful Dead.  Our conversation steered to a discussion of The Dead's practice o...

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?  ...