AW in Review – Addison Whitney Brand Salsa Recap 11.13.15
Welcome to a special Friday the 13th edition of "AW in Review", our roundup of our latest brand salsa and Addison Whitney news and posts!
Don’t forget, you can stay up-to-date with everything from Addison Whitney by joining the conversation with us on our social media channels – Twitter, Facebook, LinkedIn and Google+.
Addison Whitney to Host Webinar: Evaluating Your Brand - Are You Due for a Refresh?
Has your company recently experienced change or growth? As companies and products evolve, your name, visual identity and positioning need to evolve as well. Join Addison Whitney for a informative webinar on Wednesday, November 18th entitled:”Evaluating Your Brand: Are You Due for a Refresh? Read More...
AW Employee Spotlight: Where Do You Find Your Inspiration?
In this edition of the AW Spotlight, we wanted to get the insights of four of our amazing team members from our visual branding and verbal branding teams, finding out what gets their creative juices flowing.
We asked them their thoughts on the question: Where do you find inspiration when starting your creative process? Read More...
5 Verbal Branding and Naming Tips to Consider - Brannon Cashion's Clutch Interview Highlights
The research firm Clutch recently interviewed our own Brannon Cashion on the trends and best practices around naming a company. Brannon discussed several topics regarding what businesses should think about when working through the naming process and some trends he’s seen recently in naming.
Building off of Brannon’s thoughts in the interview, we put together a list of five key points to consider when working through the verbal branding and naming process, complete with his thoughts from the interview. Read More...
3 Ways Social Media Can Benefit Your Brand's Image
How branding and social media interact is a topic that covers a number of different perspectives and points of information, but today we’re going to look at how you can impact and improve your brand’s image online.
Here are three ways that your brand strategy and social media strategy can work together for the benefit of your brand image. Read More...
Addison Whitney is a global branding firm with a passion for building strong brands.
To learn more about Addison Whitney, visit our website at AddisonWhitney.com, or contact us here.
AW in Review: Addison Whitney Brand Salsa Recap 8.14.15
Welcome to another edition of "AW in Review", our roundup of our latest brand salsa and Addison Whitney news and posts!
Don’t forget, you can stay up-to-date with everything from Addison Whitney by joining the conversation with us on our social media channels – Twitter, Facebook, LinkedIn and Google+
New Report Highlights Importance of Strong Employer Brands
Employer branding, which has a reputation of being an afterthought in the branding process, is showing its worth in organizations throughout the world, according to a recent report from 
Randstad Talent.
Building a strong employer brand is an often overlooked but necessary aspect of the branding process, as this report reiterates. Organizations must continue to look inward when building their brand, taking into account the needs of their employees and how branding efforts will impact this group in addition to their external audiences. Read More...
Brands with Long Histories Opt for Short Names
In recent years large and well-established brands that have long been able to rely on their long-standing history as the primary source of their brand equity have realized that, in a changing world, their past reputation may not be enough to propel them forward. In some cases, it is their impressive past which is the very thing holding them
back. Companies which date back to the 1800s and early 1900s run the risk of seeming outdated and/or stuffy, especially among millennials.
Several large brands in industries as varied as banking, real estate, and even phone books, have made it their goal to change this perception through branding. Read More...
Content is King: Brands See Benefits of Quality Content Creation
For brands, having a strong and prominent presence online is a vital aspect for success in today’s digitally-driven age. Consumers are spending more time online and more time researching their purchases, therefore raising consumer awareness to an all-time high. This is especially true in B2B services and more targeted industries, where there may be less competition for business, but 
also less overall awareness of the space.
If a potential consumer is looking to enter a space where they know little about the companies involved, chances are good they will be putting much of their purchasing decision weight into the online presence of those companies within that space. Read More...
Behind the Brand: How Morveau Watches Built its Brand
All brands, big or small, all have a starti
ng point.
When Luke Francis decided to build a company based on an innovative watch idea, he knew brand needed to be a strong asset in order to compete. He was entering a category flooded with mega-brands like Rolex, Fossil, Timex and thousands of others at the luxury, mid-market and economy levels, so he had his work cut out for him. Read More...
Find Your Trench Coat: Branding Success and Focusing on What You Do Best
A great brand usually begins with one thing it does very well. Louis Vuitton’s specialty is luggage. Christian Louboutin’s is shoes. Burberry’s had been the trench coat.
However, often when a company achieves success, it begins to feel as if it can do anything and forgets what had made it so successful in the first place. Read More...
Google's New Alphabet
This week, Google announced that it will make another step forward. For the first time, Google will be under the umbrella of another brand. The overarching parent role previously held by the 
Google brand is being transitioned to a newly created brand called Alphabet, a reference to all of the companies within it being “the letters” in the greater structure.
This change is coming for one big reason: the founders of Google, now CEO and President of Alphabet, understand the value of brand architecture. Read More...
Addison Whitney is a global branding firm with a passion for building strong brands.
To learn more about Addison Whitney, visit our website at AddisonWhitney.com, or contact us here.
AW in Review: Addison Whitney Brand Salsa Recap 7.17.15
Welcome to another edition of "AW in Review", our roundup of our latest brand salsa and Addison Whitney news and posts!
Don’t forget, you can stay up-to-date with everything from Addison Whitney by joining the conversation with us on our social media channels – Twitter, Facebook, LinkedIn and Google+
Branding with Emotion
It is well known that people often buy based on emotions, and justify with facts. PsychologyToday.com cites a study which showed “when evaluating brands, consumers primarily use emotions [such as] personal feelings and experiences rather than information.”
Though offering very different products, two relatively new brands, Packed Party Gift Boxes and S’well Water Bottles have used this unique, human tendency to turn their brands from one-woman shows to nationwide phenomenon in a matter of years. Read More...
Branded on the Fourth of July
As June comes to a close, consumers begin to see the flood of red, white and blue wash over their favorite brands, as each looks to find a way to incorporate the Fourth of July into their branding, 
marketing and advertising efforts.
As with many holidays, brands can easily get lost in the increased noise of similar branding strategies – there are always the go-to ways to incorporate Halloween into branding, for instance – but the Fourth of July offers brands varying angles to which they can position their brand. Read more...
Diet Coke: A Case for Individualized Branding
Recently The Coca-Cola Company has revealed their plans to market all of their Coca-Cola related brands – Coca-Cola, Coca-Cola Life, Coca-Cola Zero, and Diet Coke – as a cohesive team of products, rather than individually.
Market research has shown that there is some confusion about what differentiates these four products, and the Coca-Cola Company hopes that marketing them as variations of one larger product, Coca-Cola, will help not only to clear up this confusion, but also to strengthen the overall brand to the great benefit of each individual product.diet coke, good things come in fours I think bringing brands closer to a larger corporate brand, especially one as powerful and recognizable as Coca-Cola, is great strategy for three of these four brands. Read More...
Branding Beyond the Field
When determining the success of a sports franchise brand, the product on the field obviously plays a large part. Wins bring publicity, excitement and recognition, all which are important aspects for any team’s brand.
But much of what goes into building a strong sports brand can’t be counted on the scoreboard. When looking to successfully brand a sports franchise, many lessons can be learned from branding organizations. Read More...
Brand Sale: Procter and Gamble Shakes Up Brand Portfolio
Proctor and Gamble has been a case study for branding strength for the past 50 years. Its market insight, audience-centricity and ability to invest in brands have grown its brand portfolio to 180 total brands, including 23 different billion-dollar brands.
In order to meet greater global market complexities, P&G has decided to alter their approach towards the market with one of most publicized brand portfolio shakeups we’ve seen in recent years. A.G. Lafley, the company’s chairman, president and CEO has cast a vision of a future P&G that is “a much simpler, much less complex company of leading brands that’s easier to manage and operate.” Read More...
Addison Whitney is a global branding firm with a passion for building strong brands.
To learn more about Addison Whitney, visit our website at AddisonWhitney.com, or contact us here.
AW in Review: Addison Whitney Brand Salsa Recap: 6.19.15
Welcome to another edition of "AW in Review", our roundup of our latest brand salsa and Addison Whitney news and posts!
Don’t forget, you can stay up-to-date with everything from Addison Whitney by joining the conversation with us on our social media channels – Twitter, Facebook, LinkedIn and Google+
Addison Whitney to Host Webinar Series
Addison Whitney, a global branding firm who has developed some of the world’s leading brands, will be hosting a three-part webinar series in June titled, “Three Questions You Should be Asking About Your Brand Portfolio.”
During the three-part series, members of Addison Whitney’s Brand Strategy team will focus on the different ways companies should be thinking about their brand portfolio. Through strategic plan discussions and real-life examples the following topics will be explored: June 18 – Organizing Your Portfolio – Are Your Brands Working For You In All Their Capacity? June 25 – Identifying the Opportunities in Your Portfolio – Are You Capitalizing on Every Potential Business Opportunity Your Portfolio Provides? Read more...
Intern Intro: Meet the 2015 AW Summer Interns!
Every summer, Addison Whitney welcomes an outstanding group of college students into the office as our summer interns! This year, our class consists of four interns representing three schools from around the area – these four will be working in the marketing, brand strategy, market research and verbal branding departments, and we are excited to have them on board this summer!
Now, let’s learn a little more about the AW summer 2015 intern class! Read More...
AW Global Office Spotlight: Tokyo
Addison Whitney opened the base of Japanese operations in Tokyo in 2011. This office has led the way in Addison Whitney’s ever-increasing presence in the area since its opening.
Recently, Shusei Ichikawa joined Addison Whitney Japan as Managing Director. Shusei is based out of the Tokyo office, so for this edition of AW Global Office Spotlight, here is a little more information on the newest member of the office! Read more...
Addison Whitney is a global branding firm with a passion for building strong brands.
To learn more about Addison Whitney, visit our website at AddisonWhitney.com, or contact us here.
AW in Review: Addison Whitney Brand Salsa Recap - 6.12.15
AW in Review:
Addison Whitney Brand Salsa Recap - 6.12.15
Welcome to another edition of "AW in Review", our roundup of our latest brand salsa and Addison Whitney news and posts!
Don’t forget, you can stay up-to-date with everything from Addison Whitney by joining the conversation with us on our social media channels – Twitter, Facebook, LinkedIn and Google+
Addison Whitney to Host Three-Part Webinar Series
Addison Whitney, a global branding firm who has developed some of the world’s leading brands, will be hosting a three-part webinar series in June titled, “Three Questions You Should be Asking About Your Brand Portfolio.”
During the three-part series, members of Addison Whitney’s Brand Strategy team will focus on the different ways companies should be thinking about their brand portfolio. Through strategic plan discussions and real-life examples the following topics will be explored: June 11 – Recognizing All of Your Brands – Are You Getting Credit For All of the Brands in Your Portfolio? June 18 – Organizing Your Portfolio – Are Your Brands Working For You In All Their Capacity? June 25 – Identifying the Opportunities in Your Portfolio – Are You Capitalizing on Every Potential Business Opportunity Your Portfolio Provides? Read more...
Making a Strong First Impression: 5 Benefits of Clinical Trial Branding
It has been said that you never get a second chance to make a first impression. For many new assets the clinical trial stage of development is that first impression – the initial interaction it will have with those who will impact its future both from research and consumer perspectives.
With a strong brand in place prior to making this first impression, brands can ensure they will be moving forward following a positive first impression and giving a product a better chance to develop a positive brand image. Here are five benefits to clinical trial branding. Read More...
AW Global Office Spotlight: Charlotte
Addison Whitney was founded in 1991 in Charlotte, and the city has housed its global headquarters ever since. Three years ago in order to accommodate the growth of the company, Addison Whitney moved into a brand new office space in the fast-growing Ballantyne neighborhood, where it is surrounded by a number of prominent companies and a budding talent base from which it has drawn to make up the employees in the office.
The Charlotte office is the home to employees across all of Addison Whitney’s capabilities, from verbal and visual branding to brand strategy and market research teams providing great work from the office. Read more...
AW Global Office Spotlight: New York City
Addison Whitney New York is located in the Meatpacking District of Manhattan, sitting across the street from the world-famous Chelsea Market. Addison Whitney shares some of the space with a few of its fellow inVentiv Health brands, Addison Whitney New York City Officesuch as Chamberlin Public Relations, inVentiv Medial Communications and inVentiv Health PR.
One of the most up-and-coming areas of New York, the Meatpacking District owes its name to the meat distribution companies that once dominated the area years ago. While some meatpacking houses still exist, nowadays the century old cobblestone streets are now lined with trendy restaurants, swanky hotels, posh night clubs and high end clothing boutiques. Read More...
AW Capabilities Month Market Research Week in Review
Welcome to Addison Whitney Capabilities Month!
Throughout the month of March, we will be designating one week where we will be highlighting one of Addison Whitney’s capabilities – visual branding, verbal branding, market research and brand strategy – via brand salsa and our social media channels. Make sure to join the conversation on social media using the hashtag #AWCapabilitiesMonth.
This week, we wrapped up with month with a focus on Market Research, which encompasses the research and data analysis of various aspects of your branding portfolio. In this special edition of the AW Rewind, we will take a look back at the market research-focused brand salsa posts from this week!
What is Market Research?
At Addison Whitney, we’re nerdy about data! Effective research and analysis drives and validates your brand vision and gives you confidence in your brand’s future power.
Our research pros guide you through the process that will build your brand’s value, and our global expertise delivers the insight you need to make strategic, data-driven decisions about your brands. Read more...
How to Catch the Eye of the Consumer - Visual Market Research at Work
How often have you scanned the store shelves looking for a product, and a particular one caught your eye, making you stop, do a double-take or spend a few additional seconds focusing on that one product before moving on?
Well, those few seconds and that additional look were not a coincidence – they were largely caused in part because of the work of a market research team, much like the one at Addison Whitney. Among the many roles they fill within the organization, one of them includes research for logo and product design – which yields compelling insight to the visual aspects of a brand.200464106-001
Whether it was the packaging design or the brand’s logo that caused you to stop, the fact is research has ensured that each visual aspect of a brand has been fine-tuned to the consumer’s taste and painstakingly tailored to achieve maximum appeal across the largest base of potential consumers. Read More...
Don’t forget, you can stay up-to-date with everything from Addison Whitney by joining the conversation with us on our social media channels – Twitter, Facebook, LinkedIn and Google+.
Want to get exposed to real projects and attain real-life knowledge and skills vital for success in market research? Click here for information about interning with the Addison Whitney market research team!
AW Capabilities Month Brand Strategy Week in Review
Welcome to Addison Whitney Capabilities Month!
Throughout the month of March, we will be designating one week where we will be highlighting one of Addison Whitney’s capabilities – visual branding, verbal branding, market research and brand strategy – via brand salsa and our social media channels.Make sure to join the conversation on social media using the hashtag #AWCapabilitiesMonth.
This week, we focused on Brand Strategy, which encompasses the strategic and planning aspects of your branding portfolio. In this special edition of the AW Rewind, we will take a look back at the brand strategy-focused brand salsa posts from this week!
What is Brand Strategy?
At Addison Whitney, we feel brand strategy is important because success is a strong marriage of business and brand strategies.
Successful brands are built on a foundation of meaningful brand strategy. And, that strategy provides the framework for what your brands mean and how they should be organized.
Oftentimes, making decisions about the future of a brand can be politically charged and challenging for an internal team to confront on its own. It’s difficult for a company to be objective about themselves – tenure and passion have a tendency to cloud constructive decision-making. That’s where we come in. Read more...
AW Capabilities Month Case Study Wednesday: Sonoco
As one of the leading global branding firms, Addison Whitney is behind some of the world’s strongest and most iconic brands. We’re proud of the work we do for all of our clients and love sharing our stories, especially our brand strategy experience. That’s why this week’s “Case Study Wednesday”, where we highlight one of our amazing clients and the work we have done with them, will focus on our brand strategy work!
Following its Tegrant acquisition, Sonoco sought to create a new brand architecture that would integrate Tegrant’s three businesses into Sonoco’s primarily master branded strategy in a way that would effectively communicate the brands and product offerings while minimizing any loss to brand equity and sales. In addition, it was important that the new structure help tell the Sonoco protective packaging story to existing and potential customers. Read More...
The Two Pillars of Efficient Brand Strategy
Managing a brand efficiently has both time and monetary implications. Both are valuable, but often limited resources that are essential to developing and maintaining successful brands.
This is especially important for organizations working to establish meaning and purpose for multiple brands in their portfolio. However, this is not always the case, and when brands don’t have a well-defined meaning or purpose, organizations run the risk of missing an opportunity to capitalize on the value of their resources. But there also must be an efficient use of time and resources from the parent company in order to ensure success across their portfolio.
There are two main pillars that address these components, and that strongly impact the ability to commit time and financial support to brand strategies – Prioritization and Organization. Read More...
Don’t forget, you can stay up-to-date with everything from Addison Whitney by joining the conversation with us on our social media channels – Twitter, Facebook, LinkedIn and Google+.
Want to get exposed to real projects and attain real-life knowledge and skills vital for success in brand strategy? Click here for information about interning with the Addison Whitney brand strategy team!
AW Capabilities Month Verbal Branding Week in Review
Welcome to Addison Whitney Capabilities Month!
Throughout the month of March, we will be designating one week where we will be highlighting one of Addison Whitney’s capabilities – visual branding, verbal branding, market research and brand strategy – via brand salsa and our social media channels.
This week, we focused on Verbal Branding, which encompasses the verbal aspects of your branding portfolio, such as name brand and tagline development. In this special edition of the AW Rewind, we will take a look back at the verbal branding-focused brand salsa posts from this week!
What is Verbal Branding?
At Addison Whitney, our philosophy when it comes to verbal branding is “Play on words? Don’t mind if we do!”
Branding is the construction of an identity, and a continual process, but at the foundation of every brand is its name. A strong brand name can convey a number of things like quality, reliability or clarity. But good names don’t happen overnight or by chance. It takes the perfect balance of creativity, purpose and strategic thinking to create strong brand names, which is something our verbal branding team has perfected over the years. Read more...
AW Capabilities Month Case Study Wednesday: Goodyear
As one of the leading global branding firms, Addison Whitney is behind some of the world’s strongest and most iconic brands. We’re proud of the work we do for all of our clients and love sharing our stories, especially our visual branding experience. That’s why this week’s “Case Study Wednesday”, where we highlight one of our amazing clients and the work we have done with them, will focus on our verbal branding work!
Our case study this week highlights Addison Whitney’s work with Goodyear. Addison Whitney has worked with Goodyear on a number of projects, including the brand development of three tire lines. Read More...
4 Traits of a Great Brand Name
What makes a “great” brand name? The impact it can have on an overall brand is inarguable. As is mentioned in the above quote from the Addison Whitney website, it can serve as the foundation of a brand, the cornerstone on which the rest of the brand is built.
At the same time, this power and importance in a name to a brand can have the opposite effect if the name doesn’t meet the high standards that every brand should set for themselves. This is why it is crucial for a brand’s success that they find the right brand name, which will probably possess one of these four traits... Read More...
Don’t forget, you can stay up-to-date with everything from Addison Whitney by joining the conversation with us on our social media channels – Twitter, Facebook, LinkedIn and Google+.
Want to get exposed to real projects and attain real-life knowledge and skills vital for success in verbal branding? Click here for information about interning with the Addison Whitney verbal branding team!
AW Capabilities Month Visual Branding Week in Review
Welcome to Addison Whitney Capabilities Month!
Throughout the month of March, we will be designating one week where we will be highlighting one of Addison Whitney’s capabilities – visual branding, verbal branding, market research and brand strategy – via brand salsa and our social media channels.
This week, we focused on Visual Branding, which encompasses the visual aspects of your branding portfolio. In this special edition of the AW Rewind, we will take a look back at the visual branding-focused brand salsa posts from this week!
What is Visual Branding?
But what is Visual Branding? What does it mean to you? For all of us at Addison Whitney, it’s much more than just pretty pictures.
You only get one first impression; what is yours worth to you? A strong visual identity sets the tone for your brand, and at Addison Whitney, we specialize in understanding the impact and implications that design has on your business. Read more...
AW Capabilities Month Case Study Wednesday: Darden Restaurants
As one of the leading global branding firms, Addison Whitney is behind some of the world’s strongest and most iconic brands. We’re proud of the work we do for all of our clients and love sharing our stories, especially our visual branding experience. That’s why this week’s “Case Study Wednesday”, where we highlight one of our amazing clients and the work we have done with them, will focus on our visual branding work!
Our case study this week highlights Addison Whitney’s work with Darden Restaurants. Addison Whitney has had the privilege of an ongoing relationship with Darden Restaurants, owner of the Olive Garden Italian Restaurant and Bahama Breeze chains. Read More...
When is the Right Time to Change Your Logo?
When is the right time to change your logo? Or, should the question be, is there always a “right” time?
When it comes to branding, the visual aspect is crucial to success. It is the first thing that is seen, and as consumers and audience members to a brand message, a successful visual branding product can propel a brand to success. When a visual brand is successful, it acts as a foundation for the complete brand package. Read More...
Don’t forget, you can stay up-to-date with everything from Addison Whitney by joining the conversation with us on our social media channels – Twitter, Facebook, LinkedIn and Google+.
Want to get exposed to real projects and attain real-life knowledge and skills vital for success in visual branding? Click here for information about interning with the Addison Whitney visual branding team!
AW Rewind: The Addison Whitney Week in Review - 1.17.15
AW Rewind:
The Addison Whitney
Week in Review - 1.17.15
Welcome to another edition of "AW in Review", our weekly roundup of our latest brandsalsa and Addison Whitney news and posts!
Don’t forget, you can stay up-to-date with everything from Addison Whitney by joining the conversation with us on our social media channels – Twitter, Facebook, LinkedIn and Google+
A Thermostat to Rule Them All
A year ago, would anybody have thought that the product development we saw this year at CES would be inspired by an innovation to, of all things, a thermostat? Yes, a thermostat.
This thermostat was introduced by a brand called Nest, of which I am a big fan. I don’t own one, but I do look at them longingly on my trips to Home Depot. The brand’s first blog entry clearly explains why thermostats were the choice for innovation: heating and cooling costs make up about 50% of an energy bill, and therefore were a logical place to try and find solutions for homeowners. Read more...
Wisdom Wednesday:
"Knowledge has to be improved, challenged, and increased constantly, or it vanishes." –Peter Drucker
Case Study Wednesday: Motorola
Addison Whitney has been a key naming and strategy resource to Motorola for years. We fully understand that some of our clients have unique branding needs and processes to follow of their own, which is why we know the importance of having flexibility. Through a customized process, we’ve continually delivered dynamic and creative results to Motorola for brand name development, brand architecture development, and nomenclature strategies.
Highlights from our work with Motorola include the Roadster, Finiti and Oasis Bluetooth devices. Read more...