The Branding Journal

A small hello from us from the Valencia Digital Summit (VDS). 👋 We've spent two days listening to inspiring brands and industry thought leaders - it was very insightful! We gained a wealth of knowledge on navigating business growth with emerging AI technologies, sustainability strategies, digital trends, audiovisual innovations, and business financing. One thing that caught our attention was that branding didn't get much airtime, which was surprising given the focus on startups and businesses. We're now even more committed to sharing our knowledge on why branding is essential for new companies! Picture: Marion & Julian from the The Branding Journal's team

We summarized the key insights from the report, so you don't have to. A must read for people working in #branding. https://lnkd.in/d8sAvyTr

𝗧𝗵𝗲 𝟮𝟬𝟮𝟰 𝗕𝗲𝘀𝘁 𝗚𝗹𝗼𝗯𝗮𝗹 𝗕𝗿𝗮𝗻𝗱𝘀 𝗿𝗮𝗻𝗸𝗶𝗻𝗴 𝗮𝗻𝗱 𝗿𝗲𝗽𝗼𝗿𝘁 𝗯𝘆 Interbrand 𝗶𝘀 𝗹𝗶𝘃𝗲! The first one is Apple, followed by Microsoft and Amazon. The report includes many interesting insights, and can be downloaded here:https://lnkd.in/dBHXG9zK #branding

𝗗𝗶𝗱 𝘆𝗼𝘂 𝗸𝗻𝗼𝘄 𝘁𝗵𝗮𝘁 𝗯𝗿𝗮𝗻𝗱𝘀 𝗮𝗿𝗲 𝗯𝗮𝘀𝗶𝗰𝗮𝗹𝗹𝘆 𝗽𝗿𝗼𝗺𝗶𝘀𝗲𝘀 𝘁𝗼 𝘁𝗵𝗲𝗶𝗿 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲𝘀 𝗮𝗯𝗼𝘂𝘁 𝘄𝗵𝗮𝘁 𝘁𝗵𝗲𝘆 𝗰𝗮𝗻 𝗲𝘅𝗽𝗲𝗰𝘁? Surprisingly, many businesses forget to define and manage these promises clearly – which can cost them loyal customers, hurt their brand image, and affect their business. ➡️ If your organization hasn’t defined a clear promise for its brand, it’s time to change this. Our new in-depth article will guide you through what brand promises are, where they fit in the brand strategy, and how to create clear and effective ones: https://lnkd.in/e7fi787k

An interesting infographic showing how the consumer goods sector is mostly controlled by a few big companies like Unilever, PepsiCo, and Procter & Gamble, which own many popular brands. While it can be tough to compete with these large companies, here's a strategic tip: create brands that connect with not just consumers but everyone involved (employees, investors, partners, communities, nature). Focus on ethical practices like sustainability, fair trade, and transparency. This approach can help your brand stand out from the big players and build strong loyalty among socially-conscious shoppers. Source: https://lnkd.in/eqUqGJjm

𝗪𝗵𝗮𝘁 𝗱𝗼𝗲𝘀 𝗯𝗿𝗮𝗻𝗱𝗶𝗻𝗴 𝗵𝗮𝘃𝗲 𝘁𝗼 𝗱𝗼 𝘄𝗶𝘁𝗵 𝗺𝗮𝗻𝗵𝗼𝗹𝗲 𝗰𝗼𝘃𝗲𝗿𝘀? What lessons can be learned from what is effectively a large iron lid that can be applied to brand? Branding expert Bruno Benedini offers a unique perspective and shares a few practical lessons that should be part of the foundation of your next brand. Learn more: https://lnkd.in/dn58UhH9 #branding #brand #marketing

𝗣𝘂𝗿𝗽𝗼𝘀𝗲-𝗱𝗿𝗶𝘃𝗲𝗻 𝗯𝗿𝗮𝗻𝗱𝘀 𝗮𝗰𝘁𝗶𝘃𝗲𝗹𝘆 𝗶𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗲 𝘁𝗵𝗲𝗶𝗿 𝗯𝗿𝗮𝗻𝗱'𝘀 𝗽𝘂𝗿𝗽𝗼𝘀𝗲 𝗶𝗻𝘁𝗼 𝘁𝗵𝗲𝗶𝗿 𝗰𝗼𝗿𝗲 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗽𝗿𝗮𝗰𝘁𝗶𝗰𝗲𝘀 𝗮𝗻𝗱 𝗰𝘂𝗹𝘁𝘂𝗿𝗲. To help us understand this concept better, we are proposing ten guiding principles that demonstrate how purpose-driven brands can make a difference—one meaningful action at a time. #𝟭: 𝗢𝘂𝗿 𝗽𝘂𝗿𝗽𝗼𝘀𝗲 𝗶𝘀 𝗼𝘂𝗿 𝗵𝗲𝗮𝗿𝘁𝗯𝗲𝗮𝘁 We choose a clear and meaningful purpose that not only drives our team but also creates a positive ripple effect in society. #𝟮: 𝗪𝗲 𝗰𝗮𝗿𝗲 𝗳𝗼𝗿 𝗮𝗹𝗹 𝗹𝗶𝘃𝗶𝗻𝗴 𝗯𝗲𝗶𝗻𝗴𝘀 Our brand embraces a stakeholder-centric mindset (instead of a customer-centric mindset), recognizing the interconnectedness of everyone affected by our actions—from customers to communities and the environment. #𝟯: 𝗪𝗲 𝗲𝗺𝗯𝗼𝗱𝘆 𝗼𝘂𝗿 𝘃𝗮𝗹𝘂𝗲𝘀 𝗶𝗻 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴 𝘄𝗲 𝗱𝗼 Our organization aligns with our purpose in all actions and operations, demonstrating our commitment beyond marketing promises. #𝟰: 𝗪𝗲 𝗰𝗮𝗿𝗲 𝗮𝗯𝗼𝘂𝘁 𝗼𝘂𝗿 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝘀’ 𝗶𝗺𝗽𝗮𝗰𝘁 We carefully analyze the environmental and social impact of our products, including waste generation, and ensure that we fulfill genuine human needs rather than merely creating desires. #𝟱: 𝗪𝗲 𝗯𝘂𝗶𝗹𝗱 𝗰𝗿𝗲𝗱𝗶𝗯𝗶𝗹𝗶𝘁𝘆 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝗰𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝗰𝘆 By aligning our messaging with our consistent actions across all touchpoints, we reinforce our integrity and earn the respect of our audience. #𝟲: 𝗪𝗲 𝗶𝗻𝘀𝗽𝗶𝗿𝗲 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆 𝗲𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 We encourage our employees, customers, local communities, and partners to participate in the brand’s initiatives, gathering their input and feedback. #𝟳: 𝗪𝗲 𝗯𝗲𝗹𝗶𝗲𝘃𝗲 𝗶𝗻 𝗼𝗽𝗲𝗻 𝗱𝗶𝗮𝗹𝗼𝗴𝘂𝗲 Transparency is essential for us. We share our journey, successes, and challenges to cultivate loyalty and connection with our audiences. #𝟴: 𝗪𝗲 𝘀𝗲𝘁 𝗺𝗲𝗮𝗻𝗶𝗻𝗴𝗳𝘂𝗹 𝗯𝗲𝗻𝗰𝗵𝗺𝗮𝗿𝗸𝘀 Our success metrics are closely tied to our purpose. This helps us evaluate our impact and continuously improve in areas that matter. #𝟵: 𝗪𝗲 𝘁𝗿𝘆 𝘁𝗼 𝗹𝗲𝗮𝘃𝗲 𝗮 𝗽𝗼𝘀𝗶𝘁𝗶𝘃𝗲 𝗹𝗲𝗴𝗮𝗰𝘆 Every action we take is rooted in the objective to enhance the world around us, trying to leave it better than we found it. #𝟭𝟬: 𝗪𝗲 𝗰𝗲𝗹𝗲𝗯𝗿𝗮𝘁𝗲 𝗽𝗿𝗼𝗴𝗿𝗲𝘀𝘀, 𝗻𝗼𝘁 𝗽𝗲𝗿𝗳𝗲𝗰𝘁𝗶𝗼𝗻 We recognize that no business is 100% perfect and that every step toward our goals matters. We also celebrate milestones along the way to inspire continued growth and commitment. What else would you add to the list? #branding #purpose #sustainability #ethicalbranding #brandingtips

𝗗𝗼𝘃𝗲 𝘃𝘀. 𝗚𝗿𝗲𝗲𝗻𝗽𝗲𝗮𝗰𝗲: 𝗪𝗵𝗮𝘁 𝗧𝗵𝗶𝘀 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝗧𝗲𝗮𝗰𝗵𝗲𝘀 𝗨𝘀 𝗔𝗯𝗼𝘂𝘁 𝗕𝗿𝗮𝗻𝗱 𝗣𝘂𝗿𝗽𝗼𝘀𝗲 𝗮𝗻𝗱 𝗥𝗲𝗽𝘂𝘁𝗮𝘁𝗶𝗼𝗻 As Dove celebrates the 20th anniversary of its iconic Real Beauty campaign, a dark cloud looms over the brand. Greenpeace International, through a new impactful campaign, highlights the negative environmental impact of the brand, creating a contrast with its image as a promoter of responsible beauty. In this article, we analyze Dove's strategy and what this means for the brand's purpose, image, and reputation. #branding #marketing #realbeauty https://lnkd.in/dVtkp2kX

We’re excited to share that Taillight Branding co-founder Bruno Benedini has been featured in The Branding Journal. His latest article breaks down the creative and strategic brilliance behind Chipotle Mexican Grill’s co-branding collaboration with WONDERSKIN—an excellent case of how two distinct brands can come together to create something truly memorable. Check out Bruno’s insights and learn why this co-branding masterclass is grabbing everyone’s attention: https://lnkd.in/dZMjnhna #BrandStrategy #CoBranding #BrandCollaboration #Branding

𝗪𝗵𝗮𝘁 𝗶𝘀 𝗮 𝗕𝗿𝗮𝗻𝗱 𝗣𝗿𝗼𝗺𝗶𝘀𝗲 𝗘𝘅𝗮𝗰𝘁𝗹𝘆? This clip is a sneak peek into our course, The Ultimate Brand Building System, where you can gain a complete methodology for building a brand strategy from scratch! A brand promise is one of the most critical aspects of a brand strategy, yet many people tend to overlook it. In this video, Brian explains what a brand promise is and provides three simple examples to illustrate the concept. Link to course: https://lnkd.in/edAKrNTg What about you? Have you defined a clear brand promise for your corporate or personal brand? #branding #brandstrategy #strategy #marketing