It’s complicated… Branding Research Can Help

by Steve

You’re jealous… Your significant other has just left for another weekend away with his mistress: her name is Wrangler and she’s made by Jeep. It’s ok though, you’re going to make him pay for his wayward ways by rekindling one of your old flames by the name of Giorgio Armani.…

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Working remotely: a semester in review

by Eleanor

I just finished year one of my Strategic Design and Management Masters in New York. I'm also working at Aasman Brand Communications in Whitehorse. And I'm living in Vancouver. Say what? That's right—I function in three places at once right now! The virtual office, remote work, telecommuting—call it what you will—is a…

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Borrowing from Brands: Identity to Personality

by Steve

Personality. You’re the funny guy, Jen is the introspective one, your dog Spot is as spunky as they come; personalities are natural components of day-to-day human (and often animal) life. But what about a brand’s personality? It’s not uncommon to describe brands in similar language. Jeeps are rugged, Armani is…

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Three backwards brainstorming tips

by Eleanor

Coming up with ideas can be intimidating at times. An oft used technique to structure the task is brainstorming. It's a quick and easy way to generate plenty of ideas. Here are a few unexpected tips that might seem backwards at first, but will actually help you conduct your next…

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Defining Ourselves by What We Love

by Steve

“That _____ is so you.” We have all heard this saying... maybe in relation to a piece of clothing, a car, decorations, or any other number of products. But if we think a little more deeply about it, we have to ask, “how is it that an inanimate object can…

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3 ways to be more innovative

by Eleanor

Last week aasman was honoured with a Frozen Globe Award for Most Innovative Company. We're totally excited about the award, but even more excited about the innovation that's coming out of our office everyday. It's even spilling into this blog—here goes: Three ways to be more innovative 1. Forget about…

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Air Canada offers wilted carrots

by Margriet

A few weeks ago I got up at the inhumane hour of 3:30 am to catch a 5:55 am Air Canada flight from Whitehorse to Edmonton. I had checked in on-line the night before, and having heard the horror stories of Yukoners bumped from flights for showing up ‘late,’ I…

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30 squats – education as a carrot

by Eleanor

It is often reasonable to believe that education is the best way to encourage behavioural change. Make nutritional information available on food so that consumers can make informed choices. Warn people of the dangers of being inactive so that they will walk to work. Even better, explain the benefits of…

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Choosing a font but tired of the alphabet?

by Eleanor

I recently found myself demonstrating the benefit of one font over the other. To do so I typed out the alphabet and applied the font. However, I forgot a more creative way to demonstrate every letter of the alphabet. You may be familiar with the phrase: The quick brown fox…

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Strong brands demand higher prices

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Strong Brands Raise Brand Advocates

Brand advocates are highly satisfied customers. They talk well of you and your brand, product or… 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