 BrANDING CONCEPTS

What is a brand?

The branding experts at is + at created the most concise branding playbook ever designed. This four part series, taken from this playbook, is intended to help our clients to know the core concepts behind, and reasons for, a (re)brand.

What is a brand?

Part I

A brand is not just a logo. It is a feeling. An association. A sense. A memory.

Five Critical Brand Values

Part II

Brand value is at its most volatile during and immediately after pivots, leadership changes, market disruptions, and M&A.

Essential Brand Components

Part III

Careful consideration of brand components unlocks, retains, and transfers equity.

(Re)Naming: A Primer

Part IV

The name an organization selects will be the most used of all brand components.

INSIGHTS  /  WHITE PAPER

Can the principles of brand and brand strategy add meaningful impact on patient engagement in clinical trials?

Cover of white paper titled The Impact of Branding on Clinical Trial Retention Efficacy.

We broke down how brand can holistically and positively affect clinical trial recruitment, retention and lead to overall trail success.

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insights

Good vs. More

Brand value is the differentiator in our world of plenty. Read more...

The Ownability of Brand

Ownership of a brand is a major indicator of its success or failure. Read more...

Communication:
Our Path to Connection

The sequence of communication moves us toward a more complete and dynamic understanding of our world and one another. Read more...

Name in Vain

More process and less hope is essential to brand/product naming. Read more...

Sobering Up the Data (Part II)

Finding and correcting data biases is critical to realizing an anti-racist future. Read more...

(Actually) Do the Right Thing

ESG is a critical brand component that no company can afford to ignore. Read more...

Sobering Up the Data

A bottle of red, a bottle of white, and some iffy insights. Read more...

Punch-Drunk Love

Why startups need to stop throwing product market fits. Read more...

Cover Tunes

Authenticity and mimicry are not synonymous. Read more...

The Impact of Branding a Clinical Trial

Branding’s holistic nature supports the system of influence needed for engagement and retention. Read more...