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brand identity

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It takes anywhere from just 17 to 50 milliseconds for people to form a first impression. In marketing, creating the right impression needs to happen in an instant — and that’s quite a challenge for any brand competing in a crowded marketplace. Every customer wants to feel that they’re buying from an authentic, legitimate brand. But what exactly do consumers expect? What constitutes a great brand first impression? Here are five ways brands can create…

It’s said that imitation is the sincerest form of flattery. However, for direct-to-consumer (D2C) brands battling for customer attention and dollars every day, copycat competitors are a thorn in their side. In a survey of brand marketers, 58% said that the biggest unforeseen challenge that D2C companies face is how to deal with copycats. Why? It’s simple. D2C has proven to be a very successful business model, and more and more companies want to get…

Mounties, poutine, Degrassi, Ryan Reynolds. Canada has given the world a veritable cornucopia of goodness over the years. That last one is the subject of this month’s Unrolling — the AdRoll series in which we take a deep dive into the challenger brands that are breaking and remaking not just their industries but popular culture. Ryan Reynolds makes for a particularly interesting topic because he simultaneously manages to be a person, a brand, and a…

The three most valuable brands in the world — Amazon, Apple, and Google — are collectively worth close to $1 trillion. While most companies don’t need to reach mega-brand status to stand out in their niche, there are some lessons challenger brands can take away from the giants. Most importantly, they need a solid brand strategy that will support a strong brand identity. Brand identity isn’t just a logo or an advertising campaign; it’s the…

Growing up, I wasn’t a fan of the Dallas Cowboys — not even a little bit. Watching my team, the San Francisco 49ers, get dismantled in the early 90s, and hearing about it from the Cowboys fans at school was nauseating. I wondered how other kids at school could back the team when they had never set foot in Dallas, let alone Texas. For as long as I can remember, the Cowboys have always been…