Latest news on brands and branding

Brangento report


Total brand experience means everyone can build a great brand

Everything you say. Every tweet you post or link you share. Everything you do is part of your total brand experience.

That’s why everything that surrounds your business is important, and it’s why we’ve built Brangento to help you manage the process.

Your latest tweet isn’t just a part of your social media, just another extension of your branding. In very real and measurable ways your latest tweet is your brand and your product itself, no matter what you sell, or what service sector you work in.

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Apple Watch – the new brand frontier

The Apple Watch makes wearable technology mainstream. It really doesn’t matter whether you personally like the idea of the watch on not. You may not get in line to buy one, but others will and some of those people could very well be your customers. It’s happening and everyone on the planet who runs a business and manages a brand needs to sit up and take notice.

The Apple Watch ‘blurs the boundaries between physical object and software.’

This is what Apple claim in their guidance notes for developers, and even if the Apple Watch turns out a commercial failure, by launching their new wearable category they’ve started a process that will almost certainly lead to new types of interface design, new highly personalised types of user experiences.

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Brangento – where does your brand rank?

Do you want to grow your business? Do you want to build your brand? Do you want to feel relevant? Do you want to be remembered? Do you want to be loved? If your answer to these questions is yes, then say yes to Brangento.

Brangento is a new application that helps users take control of their brand and use their brand to grow their business.

“The biggest headache for any business is finding new customers and selling more products and services. Having a stronger and more powerful brand can help with that a lot. That’s why we created Brangento, a tool to help businesses uncover the strengths and weaknesses in their brand, and use their brand more effectively to grow their business,” says founder Eugene Burns.

“Where does your brand rank? Brangento gives you the insights you need.” Read more

Mulholland Drive and the lesson for startup brands

On the release of David Lynch’s 2001 neo-noir film many viewers felt baffled. Some admired the invention and creative vision, but many felt perplexed or indifferent.

Mulholland Drive later became a great critical and commercial success. But Lynch had to take a deliberate change of direction to make that happen.

After the success of his series Twin Peaks, a production company backed Lynch to develop a new TV series. He came up with a new idea, and shot an open-ended, proof of concept pilot episode. Mulholland Drive was his new vision, his new creative plan.

When they saw the results the producers pulled the funding for the planned series. Lynch’s concept was in deep trouble.

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You’re not really a brand owner until you own your brand data too

I was having lunch with an assistant professor of machine learning recently, when he asked me why, as a brand and design specialist, I was so interested in data?

My reply was quite simple. If you want to take ownership of your brand and control how it develops and grows, then you must understand and own your data too. And I didn’t have to look too far for an example.

I’d invited my friend to have lunch to discuss some of the more advanced aspects of data science, so I booked a table at a restaurant he suggested, followed up the booking with a confirmation the day before our lunch, and then as the host I would pay for the meal with my credit card and walk off into the afternoon skyline.

Right away you can see there were three times where the restaurant, let’s call the restaurant the ‘brand owner,’ had an opportunity to talk to and engage with me personally using simple digital tools including email.

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Brangento launches the Brangento Report on branding

Most startups and companies use their brand at about twenty percent of full power. Don’t take my word for it, look around you and look at your own business. Have you considered absolutely everything you do is an important part of your brand and product experience?

That tweet you posted doesn’t simply represent your business and your brand – it’s part of your brand experience so it’s an essential part of your brand.

‘Social media in service of a product experience is not just media – it’s the experience of the product itself,’ says Forrester analyst James McQuivey in his book Digital Disruption, Unleashing The Next Wave Of Innovation. That’s quite a statement if you think about it.

It means that your website, your social media, everything you do, is part of the product and the service you offer. They’re not some optional extras, but an essential part of your brand and product experience.

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