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While branding has a history tied to Madison Avenue, I recently realized that its roots go back much further.
Passion for brand excellence
Many times brands veer off path from the core on which they are founded. A variety of aspects come into play from wayward acquisitions to loss of focus on the pillars of what created the brand in the first place
Recently, the business community across the United States is finding it more difficult to attract and retain talent. While some businesses have tried to create a better work environment, others have tried to create a vision of their company that is at the intersection of brand and culture.
Brands continue to look for breakthrough innovations. It is possible to look to the past for design inspiration as well as human behaviors that can be used in the future.
Beta Steel was in need of a brand makeover to establish itself as a leader in the steel wire industry. The nearly 50 year old company was looking for a strategy that would allow them to create awareness throughout the industry.
The first steps where to research their customers to understand what made Beta Steel a top choice. Based on internal surveys and questions as well as customer responses and testimonials, the brand “Agility, Speed, Strength was created. This statement set Beta Steel apart from everyone else in the industry. Extension of the brand then occurred first internally throughout the company, and then through tactics including a redesigned logo, a new website, email marketing, trade show booth design, slide show creation, brochure, trade show advertising and the development of a video series.
Trade Show Panels