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Knowledge Base
The foundation of our brand development process is knowledge. You will glean a wealth of information and expertise on this web site, from decades of Brand Establishment experience, the refinement of our unique processes and from the combined experiences of our founder, managing partners and our Certified Brand Strategists nationwide.
Included in this section are Case Histories, opinion pieces and White Papers provided by our Brand Establishment members, other respected brand leaders, and the BE founder and managing partners.
Knowledge is power. The Brand Establishment is dedicated to building the brand knowledge base and bringing a focused clarity to the science and art of brand development. What you really need to know and understand about brand development.
1. The definition of a brand: Evidence of distinction. Without distinction, you’re brand “X”, or generic, or worse, a commodity.
2. The difference between branding and brand development.
- Brand development is the discovery process we go through to unearth the “Evidence of Distinction,” and the development of communications of that differentiation.
- Branding is the tactical application of that distinction in all our communications materials.
3. Brand development is not a marketing initiative. It is a corporate initiative. In order for a distinctive brand to be deliverable, it must be discovered and adopted at the very top echelon – the CEO, COO, President, VP of Marketing/Marketing director, etc.
Featured
A brand is a brand is a brand.
Very often we hear B2B advertisers say: “Branding is for consumer products—B2B is all about relationships and people, not products because most of the B2B category is made up of commodity products and services anyway.” And we say: “Not so, a brand is a brand is a brand.”… Read the full entry
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Bridging the Brain Divide: How to Move your Brand from Logical to Creative
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Most business people find comfort in logic and facts. “Give me data!” they say. “Prove it!” Although they profess a commitment to creativity, many CEOs, when looking at the brand development process, go a little pale at the prospect of handing over their precious strategic… Read the full entry
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“May we reintroduce ourselves?” Brand Development for Professional Services
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If ever there is a commodity, it’s our time. Professionally, we all have roughly the same amount of it and can only charge an hourly rate for it—usually about the same as all the others in our fields. That is, of course, unless you were famous for amazing feats like Johnnie Cochran or… Read the full entry
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A brand is just a brand. Really, then what’s a Menifee?
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I was driving down the freeway in Southern California, a couple of weeks ago when I came upon an off ramp sign. It reminded that a brand is not just about who it is and what it does differently, but it is also about what it is capable of becoming.
The sign read: Menifee next exit.
In 1988… Read the full entry
