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Brands over the past few centuries have been formed based on a number of factors. Long ago brands identified a craftsman’s work and were part of his or her name giving recognition to the person who made the product.
Recently I‘ve had the opportunity to watch series of TedTalk videos the got me to thinking, are brand inspiring or are they inspired by others around them?
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
VantagePort was faced with an identity issue that had been brewing over 8 years. It had greatly evolved during this time and was in need of solidifying the way it was perceived. This included the brand messaging as well as the development of a marketing/advertising strategy and tactics.
Once a deep-dive was conducted, several aspects of VantagePort surfaced. They created a different perspective then was previously viewed. This included a new message, "The world moves through VantagePort". A brand story was then created and used through a variety of tactics including print, video and internet marketing.