close-icon diverge-logo-tm up-arrow

THERE IS NO SHORTCUT TO A GOOD RFP

Guidelines for preparing an RFP to select a branding partner

September 30, 2018 – When carefully prepared and managed, the RFP is an invaluable tool.

Keith Brock

Chief Branding Officer

NIKE MADE THE PERFECT CHOICE

What drove the decision to feature Colin Kaepernick in Nike's "Just Do It" 30th Anniversary Campaign

September 14, 2018 – Nike is capitalizing on Colin Kaepernick’s rebel persona to front their 30th Anniversary campaign of “Just Do It.”

Lori Stikeleather

Creative Director

LOOKING FOR THE RIGHT BRANDING PARTNER?

Three approaches to finding the perfect brand consultancy

August 24, 2018 – Find the right branding partner for your brand project. These 3 approaches can help guide your decision process.

Keith Brock

Chief Branding Officer

HOW TO BUILD A REALISTIC BRANDING BUDGET

Estimating a brand development budget through a phase-by-phase approach

August 14, 2018 – Build a realistic branding budget through a phase-by-phase approach. Know what to invest in your branding project.

Keith Brock

Chief Branding Officer

WHAT DOES BRANDING COST?

A Quick and Easy Way to Estimate a Budget for Branding.

AUGUST 7, 2018 – There is a quick and easy way to estimate a budget for brand development work if you just need a rough idea of what the costs might be.

Keith Brock

Chief Branding Officer

NEED A BRAND TUNE-UP?

Understanding The Four Types of Rebrands

June 28, 2018 – Do you need a brand tuned-up? Maybe it needs rebuilt from the ground up, or just an image refresh? Discover the 4 types of rebrands.

Keith Brock

Chief Branding Officer

DIAGNOSING THE NEED TO REBRAND

How do you know when it’s time to rebrand?

June 21, 2018 – Timing is everything when it comes to rebranding but it is not always apparent when the time is right.

Keith Brock

Chief Branding Officer

NAVIGATING BRAND DIVERSIFICATION

The challenges of diversification in the defense industry.

June 6, 2018 – Mergers and acquisitions are one of the most effective ways to achieve economies of scale, improve operational efficiency, and expand markets. But branding considerations are equally important.

Keith Brock

Chief Branding Officer

WHAT THE PENTAGON IS LEARNING ABOUT BRANDING

But they may have missed the boat in renaming US Pacific Command.

June 1, 2018 – The Defense Department has put into practice some of the branding principles that consumer brands follow in its rebranding of US Pacific Command.

Keith Brock

Chief Branding Officer

INDUSTRY BRANDS

A Case For Why Industries Are Brands Too.

May 22, 2018 – All industries have a reputation, purpose, a promise and a point of distinction against other industries. Although not a brand in the traditional sense they are nevertheless a brand in their own right.

Keith Brock

Chief Branding Officer

F-35s

COMBATING YOUR INDUSTRY BRAND

The challenges of protecting your corporate brand in the Defense Industry.

Apple, Microsoft, Disney, Amazon, and Nike are brands that we all recognize. For most of these companies we can easily identify what it is that either appeals to us or, conversely, what we may not like about them.

Keith Brock

Chief Branding Officer

IN DEFENSE OF BRANDING

Does Branding in the Defense Industry Matter?

May 9, 2018 – Branding is important in any industry whether it is B2C, B2B, or B2G and defense brands are no exception. They have more in common than you might think.

Keith Brock

Chief Branding Officer

A Clear Choice

Understanding the Brand Value Proposition

May 3, 2018 – Every company and every product wants to be “the brand of choice”. They seek to be in a position of universal preference. A position that customers will shift their loyalties to and be…

Keith Brock

Chief Branding Officer

Does Product Branding Make Cents?

Establishing product differentiation in Banking

Apr 25, 2018 – In an industry generally considered to be commodity driven, banks and financial institutions are seeking ways to create competitive distinction. One way has been through…

Keith Brock

Chief Branding Officer

In Banks We Trust

The devaluation of trust and impact on brand reputation

Apr 18, 2018 – What is the one thing that you want your bank to be? Today most people might answer accessible, convenient, personal, or the desire for any number of other features that…

Keith Brock

Chief Branding Officer

Keeping the Branch Bank Doors Open

Going to your local bank doesn’t have to hurt

Apr 11, 2018 – Is the branch bank becoming irrelevant? Millennials, who currently represent the largest market segment, are leading the decline with on-line and smart phone banking rather than…

Keith Brock

Chief Branding Officer

The FIRST BANK of Difference

Achieving Brand Differentiation in a Commoditized Industry

Apr 4, 2018 – The First Bank of Difference doesn’t actually exist, and in most consumers’ minds, a clear difference between banks doesn’t exist either. The common perception is that…

Keith Brock

Chief Branding Officer

Top 5 April Fool’s Day Brand Pranks

Our favorite brand jokes from the past several years

Mar 29, 2018 – Managing a brand is a big responsibility, but it doesn’t mean a brand can’t mess around. A good sense of humor can up a brand’s relatability…

Jon Collins

Senior Art Director