Branding principles: familiarity
It's no surprise that I spent a good amount of time over the past 15 years or more thinking about principles of branding, about how we go from knowing nothing about a product or a company to loving it (or…
Logos Rock! – Part II
So, where was I? Oh yes, logos and the incredibly important role they play in how the world sees the companies they represent. The first step is asking for help. Thankfully The Marketing Machine is ready and able to help…
Logos Rock! – Part I
Everyone likes logos...they’re graphic and interesting, and very, very personal. So why do we like them so much? And what does it take to make one great? A great logo is simple, clean, memorable, distinctive and appealing to its target…
Logo icon goes epic
In the wake of the Boston bombings, there was an immediate need for people to show their support. Many turned to social media to post their feelings, their outrage at what had happened…others chose to use not words, but symbols.…
Re-Energizing the brand: Parkway SleepHealth Centers
When we first met the Parkway SleepHealth team, they had come a long way since their initial launch years earlier, but it was time for a brand makeover. We were hired to assist with a brand refresh, and, subsequently, with…
7 steps to a company tagline that fits your brand
Coming up with a company tagline is no walk in the park. Capturing a big idea in one perfect, pithy phrase is like giving birth: lots of time is invested in “baking”… you tend to compare yourself to others (as…
3 Keys to Successful Rebranding, Part 1
Every month companies call us because they realize that their brand—and by that we mean the combination of aesthetic elements (e.g., logo, colors, design and style) and strategic elements (e.g., business model, product and service offerings, customer service and marketing…