Branding

Branding

Patagonia In The Making: My Founder’s Story

In April 2017, the authors of Legacy In The Making visited me at Patagonia’s headquarters, in Ventura, California, to talk about the legacy I’m building as the founder of Patagonia. We talked about a lot of things, some of which I’d never spoken about before. Afterward, when they asked me if I’d share some of those insights and stories in the foreword to their book and I made it clear: I never wanted to be a conventional businessman. I liked climbing rocks, not corporate ladders.

“Exactly,” they responded. “That’s why we asked you.”

It’s true. I never set out to be a businessman. Over the years, I’ve learned a lot about business with Chouinard Equipment and Patagonia, the two outdoor outfitters I founded. But I’m a creature of the 1960s. I never liked authority. I was a rock climber. Back when I started climbing at the age of 19, the gear was poor quality. The pitons—the metal spikes you drive into cracks—were made of soft iron and were designed to be used once and left in place. The attitude back then was about dominating the mountains, conquering them and leaving all your gear behind to make it easier for the next party. I didn’t share that attitude. I had a different ambition.

I wanted to climb without leaving a trace so that the next party and every party after that could experience the climb as I had—in its natural state. To do that, I needed a new kind of piton that you could remove and reuse over and over as you ascended. Since nothing like that existed at the time, I decided to design it myself. I bought an old coal-fired forge from a junkyard, built a small shop in my parents’ backyard, taught myself how to blacksmith, and began

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Branding

How To Identify Your Brand’s Purpose

A brand can tell a powerful story by focusing on its purpose. The concept of brand purpose has become very popular in recent years but is also often;

  • Misunderstood: thinking it’s all about embracing and taking a clear stand towards social issues
  • Misused, as in a marketing stunt, for example
  • Used as an excuse to skip the strategic process, something a lot of communication agencies seem to embrace recently (your purpose will solve all your business problems, NOT!).

A research paper by Reach Solutions entitled “The Empathy Delusion” (2019) came to the conclusion that..

“The major driving force behind virtue strategies (aka Brand Purpose) is not the needs of the mainstream (consumers), it’s the assumptions and needs of the people in the advertising and marketing industry.” Which may explain why the marketing and advertising industry and trade press obsess over it so much.

A brand purpose captures the reason for the brand to exist beyond pure profits and shareholder value. It doesn’t focus on “what” the brand does, or “how” it does it. Instead it looks into “why” the brand does what it does. Brand purposes are extremely powerful when they are genuine and when they translate into actions (rather than just being claims and words). A good way to start is to look at why the brand was created in the first place. Beyond just being financially successful, what motivated the founders, what problem were they trying to solve, and what impact did they aspire to have on society in general?

For example, a category that is ripe for a brand purpose approach is the instant Ramen noodles category. In fact, the $1 dehydrated noodles you ate as a broke student (which in the meantime have become a culinary trend), was created by Japanese business man, Momofuku Ando, in

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Branding

How Ethics Reveal Brand Strength Or Weakness

One of a brand’s most important elements is its perception as a responsible entity. This is especially true of a corporate brand. Responsibility is about demonstrating good corporate citizenship. Responsibility must be corporate-wide. Responsibility must be ingrained into the enterprise as a whole and reflected in all thought and action. Every brand should have a responsibility ethic. Having a responsibility ethic means being an aware, effective global business behaving positively on behalf of people, stakeholders, communities, countries, animals, and the planet.

If there is one brand that has faced issues around its responsibility ethic over the past years, it is Meta, aka Facebook. Meta, as Facebook, careened from one irresponsible scandal to another. There was always denial and deflection. The brand’s behavior did not reflect anything close to a responsibility ethic. To address its ethical and social issues, Meta, then Facebook, created a Responsible Innovation Team. The Team’s mandate was to figure out how to address the disadvantages and drawbacks of Facebook’s product offerings. According to The Wall Street Journal, the Responsible Innovation Team comprised “… engineers, ethicists and others who collaborated with internal product teams and outside privacy specialists, academics and users to identify potential concerns about new products and alterations to Facebook and Instagram.”

The vice president of the Responsible Innovation Team stated that the Team’s efforts helped design product offerings “with a privacy-first approach.” She indicated that she was optimistic about the Team’s abilities as its efforts were advised by experts in “civil rights, accessibility, human rights and safety.”

Now, it turns out that all that “optimism” may have been misplaced. A spokesperson for Meta says that the Responsible Innovation Team is disbanded. The Team’s members will be dispersed into the company while its “safe and ethical design resources were better spent on more issue-specific teams.”

From

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Branding

How To Find And Leverage Forgotten Brand Assets

Marketers like to look into the future, but it often makes sense to also look into the past of a brand and try to identify forgotten associations that have helped the brand succeed. What type of associations should you be looking for? Well, it really depends on the task and the brand. But this can be anything from reconnecting with the original intent or vision of the founders of the brand, understanding what factors have helped the brand grow throughout its history, what forgotten brand assets can be revived and modernized to help the brand stand out.

KFC for example decided to bring the Colonel back a few years ago after 20 years of absence in a more contemporary and iconic version after the company “hit rock bottom” according to then President Kevin Hochman. But “It wasn’t just about bringing back the Colonel for marketing purposes, Hochman said, but bringing KFC founder Harland Sanders’ focus on quality back as well, and “not taking shortcuts”. This re-focus on Colonel Sanders obsession with quality (“no taking shortcuts”), and the revival of him as a brand asset allowed KFC’s to have six consecutive years of same-store sales growth as well as become part of (pop)culture.

Another example would be Hershey’s chocolate reaffirming its association as the brand of choice when making smores around campfires with your family and friends, something you could argue was already part of American culture (Hershey’s is already seen as the brand of choice when making smores) but never claimed by the brand so explicitly. And this association you could argue gained renewed relevance in a world where people crave more and more human connections (especially during Covid lock downs).

Five Thought Starters

1. If you have the opportunity, go through the brand’s archives to understand why the brand

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Branding

How Powerful, Valuable Brands Expand Possibilities

Building powerful, valuable brands makes money. Building powerful, valuable brands generates opportunities for leverage across customer needs and problems. Building powerful, valuable brands must be the goal of every brand leader.

Case in point: Apple.

Do you pay attention to the yearly surveys listing the most valuable brands in the world? Do you think it matters which brands are the most valuable brands? So, what if Apple, Google, Microsoft, and Amazon are always the top four brands, should I care?

If you are a marketer or a manufacturer, yes, you should care. Being one of the world’s most powerful, valuable brands matters. Your brand may be affected by the power of a leading, valuable brand.

The 2020 Forbes Most Valuable Brands survey listed Apple, Google, Microsoft, and Amazon as the top four most valuable brands; Toyota at number 7 was the first automotive brand on the list. Kantar’s BrandZ top 100 Most Valuable Brands (2022) listed Apple, Google, Microsoft and Amazon as the top four most valuable brands. Interbrand’s 2021 survey listed Apple as number one and Toyota at number 7.

Do you think that General Motors or Ford or even Tesla care that Apple is always the most valuable brand, aside from the ego-kick-in-the-butt? After all, many new vehicles arrive with Apple technology, Carplay, inside. So, it is a selling point to have Apple be so valuable; it can raise the price of the vehicle. Besides, Apple makes phones, tablets, watches, and other software. Apple has a virtual app store that can make or break an offering. It has brick and mortar stores that sell its products with the famed Genius Bar.

Right now, for General Motors, Ford, Stellantis, Audi, Volkswagen and many other car manufacturers, the brand to care about is Tesla. Every one of the big global

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Branding

Three Disciplines For Achieving Disruptive Innovation

About twenty-five years ago, Harvard Business School Professor Clayton Christensen coined the term “disruptive innovation.” I worked with Clay for many years building his consulting practice, and I can tell you that he had no idea the concept would take off as it did. Nor did he suspect that interpretations of the concept would become so mangled. It was one of his regrets that he didn’t call disruptive innovation by a more precise name that might preclude it from being stretched – in common parlance – to cover almost anything.

As Clay laid it out and proved through extraordinarily detailed research, disruptive innovation occurs when a new offering caters to an overlooked customer segment through providing greater accessibility – which might come in forms such as low price, ease of learning, extreme convenience, and so on. Incumbents usually neglect these offerings because they aren’t as financially appealing (at first!) as what they do for their biggest and most profitable customers. Over time, these offerings improve and their customer base broadens, until the upstarts overtake the incumbents and wipe them out. Think of how traditional camera makers ignored smartphone cameras – at first, they were almost toys, used mainly by teens as they socialized. Now, those old-line camera companies are stuck with vastly shrunken businesses that survive only by catering to the most demanding photography professionals and hobbyists.

Costovation, as detailed in my 2018 book on the topic, is the process than enables this disruptive innovation to happen. It empowers companies to re-think industries and to find low cost ways to compete while delighting a well-defined customer set. How do you make it happen? You need three disciplines:

1. Gain Breakthrough Perspective – First, you need to shatter old industry norms. Look for who is being ignored and what underlying needs

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Branding

Iconic Brands Are Built With Opportunity

Once a brand is well positioned, the one enduring challenge that marketers face is making sure that everything associated with the brand is consistent in the minds of the target audience.

In theory it’s relatively simple. In practice of course, when managing global brands, with millions of customers and multiple campaigns, it can prove a lot more demanding.

Brand Associations And The Mind

The brand associations you build must work within the context of an over-communicated society, where it is getting harder for consumers to see and hear the signals. That’s the challenge. The good news is that once you have encoded an association it is extremely difficult to decouple it. Have you ever been to the Willis Tower in Chicago? Most people would say “no” because the building lives in their minds as the Sears Tower. In reality it’s been the Willis Tower since a naming rights deal in 2009.

Building Landmark Associations

When you execute brand associations, don’t build them around what your consumers are going to get. Build them based on what your consumers are going to remember. That has led some brands to build associations with iconic landmarks to fuel their success.

In 1925 French automaker Citroen began leveraging the power of the Eiffel Tower brand with 25,000 lights. The campaign, which spelled the brand name vertically on the side of the tower itself would last nearly a decade and would help the manufacturer become the country’s largest producer of automobiles until the Great Depression. Generations of Parisians would vividly recall the association long after the lights were removed.

In contrast Joe Boxer wanted to associate its neckties with the Statue of Liberty in 2014 by suspending a giant tie by helicopter. From one angle it gave the impression that Lady Liberty had a bold new

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Branding

Will Your Strategy Survive The Future?

What is strategy? Strategy is Future Competitive Advantage.

What will the future look like? What will people need and expect? How will demographics, technology and other global shifts create new competitors or recharge current competitors and how will categories blur, blend and maybe even disappear?

Amidst these new expectations and changing competitive dynamics what advantage will your company offer? A differentiated or better product? A competitive moat of network effects, scale or some other dynamic? A better experience? Speed and value?

Very few companies even today get strategy right primarily because they do not understand the exponential impact of technology but also because they make the cardinal mistake of defining their category and competitive set looking backward versus forward.

One example among many is the auto category which defined the key drivers of their category in ways that did not see a Tesla or an Uber for years after they began to scale. How could software be as, if not more, important than hardware? How could electric be better than internal combustion engines? Do most people need the expenses of owning cars or do they just need on demand mobility?

Why The Strategy Of Every Organization Needs To Be Re-Thought

If a key to strategy is the future, what happens when the contours of the future shift dramatically?

In the past five years things have become far more complicated.

More moving parts, buzzing around at faster speeds in ways that are more interconnected to each other.

Many of the assumptions that underpinned strategy have not only shifted but, in some ways, the exact opposite of what firms believed is coming true.

Here are just a few “beliefs” that now need to be queried:

1. Expanding populations: When calculating “Total addressable market” or “rate of growth” most companies factored in

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Branding

Armin Hofmann. Reduction. Ethics. Didactics.

Through his extensive design and educational work, Armin Hofmann (1920–2020) is considered one of the most influential graphic designers in Switzerland. He made a significant contribution to the international reputation of Swiss graphic design and influenced generations of graphic designers and teachers around the world.

In celebration of Armin’s 100th birthday in June 2020, his son Matthias Hofmann, also a graphic designer, published the book Armin Hofmann. Reduction. Ethics. Didactics.

The German / English book showcases a comprehensive overview of Armin Hofmann’s creative work, his professional convictions, and the didactic principles he developed. Thanks to the exclusive access to non-public original sources (his entire creative output, original manuscripts, unpublished texts, sketches, and photographs), the book offers an unparalleled immersion into the work of the celebrated designer.

Guest essays give an insight into Hofmann’s teaching and influence, and also included is a limited edition catalogue of sketches and techniques.

While his logo work isn’t what he was most known for — many of Hofmann’s poster designs have been exhibited at MoMA — the marks he created showed a playful timelessness that undoubtedly influenced the enduring simplicity of more contemporary designs. For example, this, from 1964, for Swiss textiles firm Pfauen Mode.

And this, for Schweizerische Landesausstellung (Expo 64), held in Lausanne.

Often restricting himself to just one colour, one sign, to reduce as far as possible, you can see some other Armin Hofmann logos on Logobook and Thinking Form.

Paul Rand said of his contemporary, “As a human being he is simple and unassuming. As a teacher, he has few equals. As a practitioner, he ranks among the best […] He is a rare bird, a daredevil driver, a mountain climber, a teacher par excellence, and a guru. Yet it is difficult, really, to pin him down.”

Armin Hofmann. Reduction. Ethics.

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Branding

CAN, Contemporary Art Now, by Knom

CAN, Contemporary Art Now, is an art fair that seeks to renew what is already contemporary. A new concept that makes its way into the art world to discover new languages and give space to the creations and artists who have stood out the most in recent decades.

And what better place than Ibiza to do it? Known for its freedom and open spirit, this island has always been a point of convergence for people from all over the world as well as a stage for social, artistic, and cultural movements.

CAN is also positioned as the only European fair on the art circuit that takes place in summer. A disruptive and very appealing aspect that, for five days in July, turns the island into a meeting place for artists, art collectors, enthusiasts, and personalities of the local and international cultural world.

The nature of this key location is implicit in the whole identity, starting with the naming we created, since CAN (an acronym for Contemporary Art Now) means “house of” in Ibicenco. A very appropriate term for what the fair aspired to be: the House of Art. In addition, the use of CAN as a verb form in English opens up a whole universe of semantic possibilities.

From this approach, we created a logo that integrates the acronym CAN in the typographic layout of the full name. Thus, like contemporary artistic creation, the identity moves further away from the obvious. A brand that relies on the intelligence and sophistication of a visual language that is both essential and experimental.

Starting from the typographic feature present in the logo, we proposed an unpredictable graphic language through dynamic and unexpected compositions.

The result is a visual brand universe with various visual treatments to mark each year, such as the use of

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Branding

CleanO2, soap bar logo and identity

CleanO2 started in 2005 with an innovative process to capture carbon from heating systems, preventing it from entering the atmosphere. The first company of its kind, their existing brand didn’t stand out from the sea of sameness on the shelf — the opportunity to tell the unique story behind their products was missed. They tasked us with creating branding, packaging, and messaging that communicated the distinctive environmental value of their product without overwhelming customers with data and scientific jargon. We focused the brand around a concise phrase, allowing the product story to take center stage.

The legacy product names were straightforward and in most cases effectively communicated the scents. However, the names lacked memorability due to their generic formula. We developed a product naming system focused on creating distinct, ownable names that speak to the brand’s core values. The new naming system allows for a short descriptor along with the primary name in order to describe scent notes and various adjuncts used in the soaps.

Prior to working with us, CleanO2 used an inner belly band plus an outer paperboard carton made with virgin fibers from unmanaged forests. The cartons were printed overseas, increasing the product’s carbon footprint due to the significant transportation emissions. First, we eliminated the belly band in favor of a debossed logo on the soap bar (rollout pending).

Researching and vetting several vendors, we helped CleanO2 transition to an FSC-certified printer located in British Columbia and switched their paperboard to an FSC-certified 30% postconsumer (PCW) stock, often a great cost-competitive option. We used a C1S (coated on one side) stock in reverse, with the coated side on the interior in order to prevent the soap’s natural oils from seeping into the carton. Crucially, the paper manufacturer, printer, and client are all located within 500 mi /

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binary option signals
Branding

Tips for Choosing the binary option signals for Trading Success

Choosing trusted binary options is very appropriate to help your trading far from a failure. Ups and downs when doing binary options when trading has become commonplace in the Forex world. When trading options fall on binary, you have to do the best you can so you don’t make mistakes, for more information on binary option signals.

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Know Broker Regulations

Before deciding which binary options broker is the best, you better read carefully how the broker’s regulations are. Several criteria can be used as a reference for choosing the best broker. Choosing a broker that is regulated by a global financial regulatory agency can help avoid illegal brokers.

A trusted broker will follow the regulatory process and get a license from the authorities. Before the brokerage company is established, the service … Read more

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Branding

Employer Branding Is the New Marketing Imperative

CMOs and their teams are uniquely well positioned to take a lead role in companies’ efforts to attract and retain both customers and top talent.

Dipanjan Chatterjee, Melissa Bongarzone, and Alex Schanne

Reading Time: 6 min 

Brands are now knee-deep in social and political issues that, until recently, they wouldn’t have touched with a barge pole. Conventional wisdom has it that the increasing number of consumers motivated by social values is goading brands to support the greater social good. While there is some merit to that claim, there is arguably another equally powerful vector of change: the employee. For instance, after much waffling, Disney’s position against the state of Florida’s “Don’t Say Gay” law was spurred on by pressure from its employees.

Employees are not only empowered and agitated; they are restless. More than a third of all employees (41%, according to Forrester’s 2021 Future of Work Survey) expect to look for other opportunities in the next 12 months. As companies face an employee exodus, talent acquisition and retention concerns have burst into the C-suite from the confines of human resources.

Building a brand that attracts and retains talent — employer branding — is at the top of the C-suite agenda and is the most critical priority among CMOs, according to a 2022 Forrester CMO Pulse Survey. “Now is the time,” the CMO at a $28 billion commercial real estate company told us, when “talent is the No. 1 priority among our leaders.”

Marketing’s Next Frontier

Given marketers’ inherent expertise in building brands, there is no group better suited to contribute significantly

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Branding

Custom Logo Stickers for Better Branding

An instantly recognisable logo is one of the few things all highly successful businesses have in common.  At a glance, their logo (or even just the colours it contains) tells you exactly which business you are looking at.

As part of a broader branding strategy, coming up with a great business logo is essential. Those who become loyal to your brand will instinctively associate your logo with your company’s main points of appeal.

Of course, coming up with a distinctive and appropriate logo for a business of any kind is easier said than done. It is also something of an ongoing process of refinement and optimisation.

Take a look at any major brand’s logo over the course of the decades and you will note any number of minor (and in some cases major) changes. What resonates with a particular audience today could be considered mundane and outdated in the future.

This is why it is essential to regularly revisit all aspects of your branding strategy, in order to ensure they are in line with the expectations and preferences of your target audience. Once you are happy with your brand logo, it simply makes sense to display it as prominently and prolifically as possible.

Precisely where custom logo stickers can help, but what makes a good logo sticker from a 2022 perspective?

How to Get More Out of Your Custom Logo Stickers

Engaging and influencing today’s sophisticated consumers isn’t easy. They are naturally sceptical (if not slightly cynical) about the branding and marketing efforts of the businesses they encounter.

Even so, research suggests that the purchase decisions of almost 75% of consumers are influenced by the appearance of a product’s packaging. A figure that emphasises the importance of quality labelling, and an attractive brand logo that is instantly recognisable.

Make no

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Branding

Florida Gators QB Anthony Richardson distancing from ‘AR-15’

Florida quarterback Anthony Richardson said in a statement Sunday that he will no longer use the nickname “AR-15” as part of his personal brand because he doesn’t want to be associated with the semi-automatic rifle by the same name, which has been used in mass shootings.

An AR-15 style rifle was used in the shooting deaths of 19 children and two adults at a Uvalde, Texas, elementary school in May.

“While a nickname is only a nickname and ‘AR-15’ was simply a representation of my initials combined with my jersey number, it is important to me that my name and brand are no longer associated with the semi-automatic rifle that has been used in mass shootings, which I do not condone in any way or form,” Richardson said in a post to his official website. “My representatives and I are currently working on rebranding, which includes the creation of a new logo and transitioning to simply using ‘AR’ and my name, Anthony Richardson.”

Taking advantage of college athletes’ newfound ability to generate money from name, image and likeness deals, Richardson started an apparel line last year that included jerseys, long-sleeve shirts, wristbands and temporary tattoos.

Richardson said he will also discontinue use of the scope reticle logo.

Richardson emerged as a fan favorite and gifted playmaker as a freshman at Florida last season.

Despite backing up starting quarterback Emory Jones for most of the season and dealing with a knee injury that kept him off the field late in the year, Richardson managed nine total touchdowns — six passing and three rushing.

Jones transferred to Arizona State in the spring, clearing the way for Richardson to become the front-runner to start for the Gators this season under new coach Billy Napier.

Richardson, with only one career start, debuted at No.

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Branding

What is the Difference and Why Does it Matter?

Opinions expressed by Entrepreneur contributors are their own.

Successful branding is one of the keys to attracting customers and consistently growing a business. Most marketers would say that their brand strategy is at the core of their marketing strategy.

But are they referring to their corporate branding strategy or personal branding efforts? How will these answers affect the company’s overall strategy? Here are the answers.

Corporate vs. personal branding

Traditionally, the term branding is associated with large companies like Coca-Cola, Apple and Marlboro. These companies are arguably some of the United States’ most recognizable corporate brands. Their brand represents the identity of the company.

In the words of the Chartered Institute of Marketing, a brand is much more than a logo. It is “the set of physical attributes of a product or service, together with the beliefs and expectations surrounding it.” Put simply, successful corporate branding evokes an idea in the audience’s mind that reaches beyond the corporate identity and includes the values and propositions the company stands for.

A personal brand might incorporate the same elements but it stretches to include the person, their skills, their qualifications and the beliefs and expectations their audiences attach to them.

Related: Six Reasons Branding Is More Important Than Ever Before

Connecting personal and corporate branding

Just a few decades ago, very few CEOs of leading brands were widely known to the public. There are only a handful of notable exceptions like Apple founder Steve Jobs, whose personal brand has been inextricably linked to the Apple brand.

The advent of social media and digital marketing has changed the playing field for corporate and personal branding. Traditional company leaders who used to live in relative obscurity have become far more visible to a wider audience. Unintentionally, they developed a personal brand by default, which

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Branding

OnePlus 10T will ditch the alert slider and Hasselblad

New reports confirm that the OnePlus 10T will come without an alert slider and Hasselblad branding. Here is why that will be the case with the upcoming smartphone scheduled to launch on August 3.

The OnePlus 10T could feature a design language similar to the OnePlus 10 Pro, but with two key omissions. (Image credit: OnePlus)

Ahead of the OnePlus 10T’s launch on August 3, the company has revealed details about the design and camera of the upcoming phone. The design language makes the phone look very similar to the flagship OnePlus 10 Pro launched earlier this year but with two key omissions: there is no alert slider and the cameras aren’t Hasselblad co-branded. Here is why OnePlus has made these changes.

The alert slider has been a constant feature on OnePlus phones for years and offers users the convenience of easily putting their phone on silent or vibrate mode without having to fiddle with on-screen menus. OnePlus chief designer Hope Liu told The Verge that the company is omitting the slider from the OnePlus 10T to have enough internal space for other components that are essential for “high wattage charging, a large battery capacity, and better antenna signal.”

Liu told The Verge

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Branding

New York Giants legacy branding will be nostalgia heaven for

The New York Giants revealed earlier this week that the team’s legacy uniforms would make a return in 2022. They will be worn against the Chicago Bears in Week 4 and the Washington Commanders in Week 13.

But the Giants didn’t stop there. In addition to the legacy uniforms, the team will also feature unique endzones and stadium branding during those games. That includes graphics and even the music that is to be played.

“We’re going to try to take you back in time,” chief commercial officer Pete Guelli told “The Giants Huddle” podcast. “Everything that’s done around those games is going to be thematically tied to that history. So, when you walk in the building and you see the end zones [painted like the ones in Super Bowl XXI], you’ll remember them. When you walk in and you see the graphics on the walls, you’ll understand what we’re doing. When you hear the music that’s being played, the video graphics that go up, and you see how we integrate alumni and the merchandise that we tie in and the giveaway that we’re doing at the games, which is a retro pennant, all that stuff is connected to that part of our history. If you’re a longtime Giants fan and you have fond memories of that window and those two Super Bowls, you’re going to want to be here.”

The path to this point began two long years ago. The Giants were methodical in their planning and approach, making sure that no detail — however minor — was left out.

One such detail will be the navy helmets with “GIANTS” logo and white facemask. And thanks to the NFL’s new two helmet rule, the Giants will even be able to use a modernized version of the old shell.

“They were

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Branding

Crumbl sues rival cookie shop for ‘confusingly similar’

TEMPE, Ariz. (KTVK/KPHO/Gray News) – An all-out “cookie war” is heating up in the metro-Phoenix area.

Crumbl Cookies has filed a lawsuit against Dirty Dough, a rival cookie maker with a store in Tempe and two in Utah.

The lawsuit claims Dirty Dough’s cookies, decor, packaging and presentation are confusingly similar to Crumbl’s brand.

It’s an allegation Dirty Dough owner Bennett Maxwell thinks is ridiculous.

“Our colors are completely different,” Maxwell said. “Our logo’s completely different, the messaging is completely different. Yes, we serve a cookie, but go find two cookies that look more different.”

Arizona’s Family looked at the two companies and noticed some similarities between Crumbl and Dirty Dough’s websites. Both have an assortment of flavors and serve the cookies in rectangular boxes.

“A pizza is a pizza, so send me a picture of a thousand pizza boxes,” Maxwell said. “What about fast food? What does everybody serve fast food in? A brown paper bag. Are you going to tell me they are suing each other? Yeah, they are close, but we are in the same business.”

Crumbl, which is based in Utah, has also filed a lawsuit against another small cookie company called Crave, alleging similar trademark infringement.

Crumbl released this statement:

“As a franchisor of 30,000+ Crumbl Crew members, 1,000+ Franchise Partners, and hundreds of Crumbl HQ employees, we will always take seriously our role in building and protecting the company and its trademarks that we’ve all worked so hard to create together.”

Dirty Dough is planning to open 96 new franchise locations in Utah, Arizona, Nevada, Colorado, and Idaho within the next two years. Maxwell said he has no plans of backing down from the lawsuit and is ready to fight in court.

“The general public can see the Dirty Dough brand and the Crumbl

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Branding

Why everyone’s wearing NASA-branded clothes

Once you start noticing them, it’s hard to stop.

There have been several trend pieces about the phenomenon in recent years. And NASA’s multimedia liaison, Bert Ulrich — who oversees the use of NASA logos in film, TV and on apparel — confirms the demand for NASA branded apparel is far from petering out, at least based on the number of logo deals he’s been approving. He’s been in his role for more than two decades, so he’s seen the trends ebb and flow. (Mostly flow)
Some of the latest sales boom can be traced back to a surprising place: American luxury fashion house Coach, which debuted a line of NASA-branded apparel in 2017, Ulrich told CNN Business.

Coach originally approached NASA to ask if it could use the “worm” logo, the retro design that the space agency used from 1975 through 1992. NASA, which had barred the use of the worm after it was retired in the 90s, changed its opinion on the matter, allowing Coach to use the logo, Ulrich said.

And the “worm” has since returned to official use and cemented its widespread adoration, at least among diehard space fans.
Chris Evans wearing a hat with the NASA "worm" logo at the MTV Movie and TV Awards on Sunday, June 5, 2022, at the Barker Hangar in Santa Monica, Calif.

After the line of Coach apparel came out, things blew up.

“Before 2017, we did five or 10 [logo approvals] a week. It’s now come to the point that we get out on average 225 a week,” Ulrich said.

Last year, there were “over 11,000 requests,” he said — an all-time high.

Not all of those requests get approved, Ulrich added. But the reason there’s so much interest in slapping NASA logos on everything from Vans sneakers to trucker hats may have something to do with the fact that these companies don’t have to license the logo. It’s all free of charge, and NASA doesn’t make
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Branding

Homonym leads Home Credit brand refresh with sonic branding

Music is a big part of our lives. Not only is it used to portray feelings we can’t say into words but it is also used as a marketing strategy that can help brands cross boundaries and reach target markets. By analyzing the songs that are heavily rotated in playlists and using audio data, it will show a clear picture of what the company’s sonic identity can be. This kind of marketing is called Sonic Branding.

Homonym, an agency that specializes in end-to-end music marketing and innovative audio solutions, advocates for Sonic Branding as a marketing strategy that can help make a greater impact to any kind of project or campaign.

“Marketing strategies have turned to visual messaging these past two years and now, marketers are on the lookout to explore other senses that can work. This is where Sonic Branding comes in. It is a strategic, purposeful and consistent use of sound and music in branding and marketing to shape perception and behavior”, said Mike Constantino, Founder and CEO of Homonym.

Home Credit’s brand refresh with Moira singing her heart out to the iconic lyrics of “Para sa Home, Para sa Life” that was recently revealed this June 16th, is Homonym’s latest campaign that uses sonic branding.

By using studies that provide insight into the music habits of Filipino consumers, Homonym was able to determine Home Credit’s brand essence and fine-tuned it with preferences of the target market to produce a melody that portrays a positive vibe and the feeling of trust and respect.

“As a reliable financial partner of Filipinos, Home Credit has a greater mission of helping its consumers better manage their finances and promote financial inclusion. With music as a huge part of our lives, we at Home Credit saw the value of

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Branding

Momager Debuts Course on Personal Branding

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  • Kris Jenner, prolific “momager,” just debuted a personal branding MasterClass.
  • In it, Jenner advises on creating a narrative, building a business, and launching your ventures.
  • Jenner also uses “KUWTK” and the Kardashian-Jenner brands as case studies.

Kris Jenner — the matriarch, manager, and business mastermind behind reality’s First Family, The Kardashians — just debuted a MasterClass on personal branding.

“On the Power of Personal Branding” is a behind-the-scenes peek into the Kardashian-Jenner playbook. Jenner discusses how to create and build a personal brand narrative, find your target audience, harness the power of social media, and monetize what you’ve built.

Of course, a crash-course on personal branding from Jenner wouldn’t be complete without a mention of “Keeping Up with the Kardasians.” She uses the family’s multiple brands as case studies on launching your own ventures. Aside from the expertise, the lessons are infused with Jenner’s characteristic “you’re doing amazing, sweetie” warmth.

“From multiple billion-dollar brands to more than 48 million followers, Kris is no doubt the mother of self-invention” David Rogier, the founder of MasterClass, said in a press release. “We’ve had a front-row seat to her family’s life on TV. Now, in her class, she’ll uncover the secrets to her and her family’s success.”

It’s worth noting that MasterClass doesn’t have single-class memberships — members pay $180 ($15/month) for access to the entire catalogue of classes. After personal branding, you can listen to Chris Voss teach you negotiation and Bob Iger’s insight on business strategy and leadership.

Whether you know Kris Jenner as the genius behind a show paying her family a nine-figure salary, the manager of four of the 10 most-followed people on Instagram, or just as the star of “the

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Branding

Miriam Margolyes leaves fans in hysterics as she swears

She’s often found herself in hot water with her cavalier attitude in interviews. 

And Miriam Margolyes suffered another series of blunders on Monday as she swore live on TV before leaving viewers in shock as she branded Hollywood heartthrob Leonardo DiCaprio ‘smelly’. 

The 81-year-old actress left This Morning viewers in hysterics as she apologised for causing offence in the past with her potty mouth, only to swear when making her apology. 

Oops: Miriam Margolyes suffered another series of blunders on Monday as she swore live on TV before leaving viewers in shock as she branded heartthrob Leonardo DiCaprio ‘smelly’

After catching herself nearly uttering an expletive, Phillip Schofield said: ‘It’s such a shame because we love it when you just let rip,’ to which Miriam responded: ‘I know but it upsets some people.

‘And I don’t want to upset people because the whole thing is, life is s**t at the moment, it really is. It’s terrible.’ 

After releasing she’d just sworn anyway, Miriam exclaimed ‘Oh!’ as Phillip and Holly Willoughby burst out laughing. 

‘I’ve let myself down, sorry,’ she said. ‘I just want to make people happy! I apologise to everybody for that word!’

Fragrant? Elsewhere in the chat, Miriam discussed working alongside Leonardo in the 1996 Baz Luhrmann adaptation of Romeo and Juliet

Fragrant? Elsewhere in the chat, Miriam discussed working alongside Leonardo in the 1996 Baz Luhrmann adaptation of Romeo and Juliet

Elsewhere in the chat, Miriam discussed working alongside Leonardo in the 1996 Baz Luhrmann adaptation of Romeo and Juliet. 

Miriam shocked the hosts when she announced: ‘He was a bit smelly because it was very hot in Mexico and young boys don’t make themselves fragrant, they don’t wash all the bits!’ 

She went on to note that she’d advised one of the This Morning production team to look into their personal hygiene, leaving Holly and Phil hiding behind their hands.  

Hilarious: The 81-year-old actress left This Morning viewers in hysterics as she apologised for causing offence in the past with her potty mouth, only to swear when making her apology

Hilarious: The 81-year-old actress left This

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Branding

Oz drops Trump branding in general election shift

Oz’s campaign website on April 15 (left) and June 18 (right). Source: Internet Archive

Mehmet Oz, the Republican nominee for U.S. Senate in Pennsylvania, is quietly shifting his campaign messaging away from former President Trump as he transitions into what’s likely to be one of the most hotly contested Senate elections of the midterms.

Why it matters: Oz’s transition for the general election highlights the tightrope many Trump-endorsed candidates have attempted to walk — embrace the former president where it counts, while keeping him at arm’s length in situations where his brand is toxic.

  • That was the strategy employed by Virginia’s Republican governor, Glenn Youngkin, during his successful campaign last year.

The backdrop: Trump was a heavy staple of Oz’s primary campaign, showing up frequently in his ads run even before the former president endorsed him in mid-April.

  • After the endorsement, Trump was a near-ubiquitous fixture in Oz’s spots — even a series of six-second issue ads on guns, abortion and energy began with “endorsed by President Trump.”
  • Oz’s Twitter account mentioned Trump more than 70 times between the endorsement on April 9 and primary day, May 17.
  • On Google and Facebook, Oz’s campaign bought a barrage of Trump-focused ads during the primary.
  • Both his Facebook and Twitter accounts were emblazoned during the primary with a cover photo of Trump and Oz with the words “endorsed by Trump,” and his website had a pop-up to let visitors know he was “Trump-endorsed.”
GOP Senate candidate Mehmet Oz's Twitter page on April 15 (left) and June 14 (right). Source: Internet Archive
Oz’s Twitter account on April 15 (left) and June 14 (right). Source: Internet Archive

State of play: The ad Oz’s campaign ran after winning the Republican nomination didn’t mention or include footage of Trump — a stark departure from the tone of his primary ads.

  • Oz’s social media banners now say “Thank you, Pennsylvania,” and feature a solo photo
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Branding

Dev surprises blockchain-sponsored game festival with talk


A game developer set to speak on the “Future of Game Design” at Brazil’s International Games Festival instead surprised attendees with a talk on “Why NFTs are a nightmare”.


Sponsors of the festival included a number of NFT and blockchain companies, such as Lakea and Ripio, as well as panels from sponsors like “Web3 and the New Generation of Games”.


However, Mark Venturelli – best known for developing the game Chroma Squad – surprised attendees and sponsors alike with his statement against crypto gaming.

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“These people are outsiders here, they’re not important,” Venturelli told PCGamer after the event. “They’re just trying to buy their relevance, because they have no actual influence over the future of our industry. If you just give them this space uncontested, you’re just giving them exactly what they want, and buying their narrative that they’re relevant.”


The title change was a gimmick, with the developer beginning his talk about new trends in gaming before scratching out the title and changing the topic, which was met with applause by the audience.


And although the topic change was controversial, it was cleared with the festival’s organisers beforehand and wasn’t censored – despite the sponsorship.


“I’ve heard that the sponsors got really mad,” Venturelli says. “They tried to break into the talk while I was talking, but the organisation would not let them. That doesn’t surprise me, because the organisation, not at a single point did they censor me, did they stop me from putting what I wanted on the slides. I gave them access to the slides before the talk. There was never any kind of intention on their side to shut me up or anything like that.”

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