Strong brands demand higher prices

by Al

I am a fly fisherman. I’ve put in my 10,000 hours of reading, learning, practicing and walking in rivers waving a stick. I know which brands of gear I consider to be best for my purpose and I routinely pay a premium price for “my” brand. I know some people…

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10.13.2017 2 comments

Aspirational vs. Actual Brand Articulation

by Mike

When I was young I remember always being asked “what do you want to be when you grow up?” My answers usually ranged from astronaut to rock star to everything in between. What I learned later is that a better question would be “who do you want to be?” We…

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Strong Brands Raise Brand Advocates

by Al

Brand advocates are highly satisfied customers. They talk well of you and your brand, product or service, and recommend you to others. In other words, they do the work for you. According to research from Zuberance and Forrester Research, 94% of consumers trust brand advocates, while only 14% of consumers trust…

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Colour Your Brand

by Krysten

Ok, pop quiz. When you see this colour, what do you think of? How about this one? Chances are that when you looked at these colours, a certain brand or company popped into your mind. That’s because those brands have taken extra care to make sure every single time their…

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Increase your reach through word of mouth

by Al

One of the significant benefits of understanding and positioning your brand is the word of mouth (WoM) it can generate. Numerous studies have concluded that consumers are more influenced by WoM in buying decisions than by all other forms of print, online or broadcast advertising. • 84% of consumers rank…

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08.18.2017 leave a comment

Clarify Your Brand: The Audit

by Mike

What do you do best? What are you passionate about doing? What can you make money doing? Answering these three key questions will lay the foundation for your Hedgehog Concept. They are also a great jumping-off point for you to start taking a closer look at what your brand is,…

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From Start to Finish

by Jessica

Many of you may wonder how a job at aasman goes from a client’s communications problem or opportunity, to a multifaceted, engaging campaign. It has taken many years to get our process running like the well-oiled machine it is today, but we feel like we’ve earned our black belts when it…

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Industry

08.07.2017 1 comment

Transcending your brand

by Mike

The world is a big place, with billions of people in it, having a billion different ideas every second, millions of which morph into brands. Yet, every so often a brand so inhabits the collective consciousness, it transcends beyond mere product or brand. Take these examples. When someone reaches for…

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Seven Benefits of Branding

by Al

If you’re not an astute investor then, like me, you probably wish you had one in the family. Some older brother or distant cousin who knew where you should park your dollars to double or triple it every year, guaranteed. That’s the kind of return on investment (ROI) we read…

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Most Read Articles

Strong brands demand higher prices

I am a fly fisherman. I’ve put in my 10,000 hours of reading, learning, practicing and… Read more

Aspirational vs. Actual Brand Articulation

When I was young I remember always being asked “what do you want to be when… Read more

Strong brands attract (and keep) good employees

You want good employees. Not only are they a pleasure to work with, they make you… Read more