June, 2012

Jun 12

Shell Brand Evolution

A nice overview of the evolution of Shell. It's been the same more or less since the 70's.

Jun 12

What is Good Branding?

Branding is not just exposure. –Being seen or heard of. Branding goes further than that.

Brand strength is three dimensional. The dimensions are:

DIFFERENTIATION: What we stand for is different from others

RELEVANCE: What we stand for is important to people

REACH: A lot of (for us relevant) people know about us

When one sees it like this, it’s quite self explanatory. If you take away one or two of the dimensions the brand will fail. And not only the brand but also the sales.