Pic­ture your­self in your office. You’ve just received two pro­mo­tional mail items adver­tis­ing the same prod­uct or ser­vice. One of the items is a tri-fold brochure, obvi­ously printed on a cheap printer. The other is a full size, printed pre­sen­ta­tion folder, con­tain­ing a vari­ety of pro­fes­sion­ally printed mar­ket­ing mate­r­ial. Before you read a word, you’ve […]

There seems to be a wide­spread mis­con­cep­tion that a logo and a brand are one and the same. This sim­ply is not the case. In my eyes, a brand is a com­plete iden­tity in a par­tic­u­lar area. Con­sider the “Coke” brand. Although their are over 300 bev­er­ages offered by the Coca-Cola com­pany, “Coke” is a […]