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Jonathan Paisner shares the first article in a series of three that highlights the symptoms, causes and cures for a broken brand. Like the proverbial frog in boiling water, companies generally don’t jump into a brand that is confusing, misaligned, antiquated or irrelevant. But left unchecked, the steady trickle of strategic shifts, shiny new technologies, sub-brands, extensions, acquisitions, special cases and other everyday adaptations can conspire to turn the corporate brand into as much a hurdle as an asset.  So…
  Jonathan Paisner shares an evergreen post on what it takes to make a good tagline for your business.  How do we capture the essence of our brand in a handful of words? This sounds hard. That’s because it really isn’t the right question to be asking.  Better: What brief phrase can strengthen and deepen understanding of our brand? You can’t say it all. Don’t try. Name, logo and tagline partner to communicate the essence of the brand.  What you…
  Jonathan Paisner shares a video from his #be150 series on conducting an in-person work session.     Key points include: Planning Appreciating the novelty Working those interstitial moments   Catch the full video, Running a workshop in the time of COVID, on BrandExperienced.com.  …
  Jonathan Paisner shares his expert insights on branding in this new video series. This week, a 150-second overview of The Branded House vs. The House of Brands. There is a little bit of brand in everything your business says and does. We’ve created this series to give you a little bit of brand thinking to inject into your business strategy, and help you make smarter decisions. So today, let’s spend the next 150 seconds talking about brand architecture.  …
Jonathan Paisner identifies the cause of tension between corporate marketing and brand marketing, and how you can bridge the divide with a brand messaging format that communicates company vision and value for the end consumer.   B2B companies experience an ongoing tension between corporate marketing and product marketing – because their goals aren’t completely alignedFor corporate marketing, the brand is built upon a big idea that aims to capture the promise of the organization at a macro level. In technology…