Building a Cool Brand

I want to start off the business with my most favored section amongst the three divisions of Navigator – Branding. Most consumers today do not buy products; they buy brands. Directly enough, brands become identities for all merchandises and services like Nike, Burberry, YouTube (yes, it is a brand), Ray-Ban, you name it.

In order to stand out in the competitive market, a brand needs to be of strong identity. Besides being innovative and creative, a strong brand needs to outsmart its competitors. In today’s term, you need to be “cool.” So, here is an annual initiative to identify and pay tribute to Britain’s coolest brands 2009/10.

He goes by the Brand, yet imagines he goes by the flavor. – Mark Twain

Remember, users define themselves along with the brands they use. You want to locate your target audience before creating a solid identity for your product/service. Also keep this in mind: “Everyone” is not your target audience. Is my grandma your targeted customer for your new tuition center, too? Define, and redefine.

Before conclusion, I want to express my utmost gratitude to Leigh Wong and Jo-Lynne for they are my inspirations to launch this site. Do check them out, they are great writers.


About Jason Tham

Jason Tham is a PhD student at the University of Minnesota, Minneapolis. His research interests are digital pedagogy, connectivism and connected learning, computers and writing, and visual rhetoric.
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