Sunday, December 20, 2020

The Importance of Color in Brand Identity

Choice of color is more important than you may think for brands and their identities. I have created an online course that covers color in great detail including the associations and emotional responses to a wide variety of colors including in different cultures.

Other topics covered in the course include:

  • The most and least popular colors by gender
  • The most and least popular colors for cars
  • Colors that increase quality perceptions
  • Colors that are preferred by upscale consumers
  • Colors that increase perceptions of "trust"
  • Colors that are calming
  • Colors that increase mental and physical performance
  • Color combinations that are the most visible on paper, online and on outdoor signs

This course will also give you the opportunity to compare and contrast logos and their color choices in 42 different product and service categories.

To take the course, click HERE.

Monday, December 7, 2020

Developing the Brand Plan


I have created a course that will teach you how to create a strategic and actionable brand plan. It includes a brand plan template, and possible brand objectives, strategies, and tactics. It is organized by the five drivers of customer brand insistence - awareness, relevant differentiation, value, accessibility, and emotional connection. It includes a SWOT analysis and addresses the seven "p"s of marketing - product, packaging, place, price, promotion, people & processes. It also covers how brand plans relate to business plans, marketing plans, communications plans, and media plans.

As a bonus, I have included presentations on 10 common brand problems and the 22 most important things I believe you should know about marketing.

This course is particularly helpful for people who have been asked to create a brand plan for the first time.

To learn more about the course or to take the course, click HERE.