Recent Articles (click on the articles below to go to full versions.  You can also review the entire library of articles at bobdiakow.wordpress.com)

Branding legacy

 

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

The branding of human capital

 

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.

Look to the past for future innovations

 

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.

Bob Diakow Brand Development • 248-231-4478 • bdiakow@bobdiakow.com

 

Black Hill Regional Eye Institute wanted to expand its market by concentrating on the 25- 40 year old age group.  The strategy used was to identify situations that the target market would relate to.  In addition, the strategy had to transcend several touch points including viral opportunities to reach the specific audience.

Consistent messaging created a strategy that was followed through at all brand touch points. The humorous comparison strategy was used to relate to the experience the audience experienced or had seen for people that could benefit from the Lasik procedure. Tactics include, viral posters, newspaper ads, bus signage and magazine ads.