To non-moguls, Elon Musk’s (perhaps temporary) rebrand of Twitter to “X” may seem high risk, amateurish, or even capricious. But it is likely doing exactly what he intended: generating enormous global interest, pushing Twitter closer to his other X brands (SpaceX, Tesla Model X, xAI), and clearing the way for a profitable merging of technologies.… Read more »
It’s very early in your startup’s journey. You and your cofounders have a good mutual understanding of what you think your startup should be, but you can’t agree on what to call it. You don’t have time for this right now, but you know you need a brand name. Here’s how to just get it… Read more »
The branding of Australian tech companies is predictable and bland, compared to global competitors, a first-of-its-kind study into the use of semiotic codes by local tech brands has found. The report, ‘Decoding Tech Brands’, a collaboration between The University of Sydney Business School, and market consultancy Hotwire Global, found that there’s an over-reliance on functional… Read more »
As a marketing practice, branding has long resided in the grey areas between design, art and storytelling. Due to a handful of horror stories from large companies that have got it wrong, branding has gained a reputation for being overpriced, oversold and immeasurable until after the fact. Gap’s failed 2010 rebrand reportedly cost over… Read more »
Branding today is about more than just the way your business looks. It is also about the way your business thinks, speaks and acts.
Disruption needs construction: startups and new ventures need to invest equal weight in both the offer and experience, while brand thinking needs to sit at the core of business thinking.
The idea for rubin8 came to founder Rob Holden in 2011, when he was selling advertising space at the Gabba in Brisbane.
Thanks to social media, it has never been easier for individuals and companies to connect with a large audience directly, shaping and communicating their message in their own words rather than having it interpreted through traditional gatekeepers of media. However, as many have discovered, just because it’s easy to connect with an audience doesn’t mean… Read more »
The most time-consuming and frustrating tasks often revolve around branding guidelines, ensuring designs and documents are sized a certain way and use a particular logo.