FEBRUARY/MARCH 2009
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Branding at its core is a process by which companies make themselves more three-dimensional to their customers — a way to communicate their core characteristics and human qualities. Branding enables customers to know and understand more about what they are buying and from whom. It creates the possibility for deeper understanding and an emotional tie between them.
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There are literally thousands of books and ten times as many opinions about marketing. So where does one begin to discern the wisdom of the gurus?
Well, Ad Age recently posted their Top 10 Media and Marketing Books of All Time, which is a great start. Al Ries and Jack Trout top the list with Positioning: The Battle for Your Mind and The 22 Immutable Laws of Branding (Al and Laura Ries). We would also add Marty Neumeier's brilliant white board book, Brand Gap.
Check out Insight180 principal Wendy Baird's recent article, No Time to Hunker Down, appearing in the March issue of The Business Monthly for some tips on staying visible and active in spite of the uncertain economy.
Insight180 recently completed websites for The BRAC Coalition, a group created to assist with the housing needs around those relocating due to BRAC, and for The Brantly Group's Elkridge Crossing, a mixed-use development featuring luxury garage townhomes.
