The Brand That Ripped My Pants
Any woman who has shopped for pants lately knows that classic jeans are falling apart — literally. Frayed hems, roughed-up knees and gaping holes abound in denim departments everywhere. I’ve been tussling with this trend for a while, and a recent shopping breakthrough taught me a few things about branding, and a little about myself.
Three Words You Should Never Use to Define Your Brand
Call them brand attributes. Personality traits. Key distinguishing characteristics. You can even just call them what they are: adjectives. Every marketing strategy has ‘em; the list of four to six descriptors that define a brand’s personality.
Brand Personality: DONE in <20 Words
A standard brand guide contains a handful of tools and rules to define a brand’s overall personality and inform its creative activation. For writers, one of the most powerful tools in the kit is the “Is / Is Not.”
