Brand Positioning: Ford, we understand you again.
A brand positioning statement is the guiding philosophy a brand communicates with pride, internally and externally, to position a message in the minds of consumers. Your Brand’s Position Must Be Clear When a position is clear, it helps all employees Read More
Brand Strategy: Brand mascots – are they still relevant?
A client recently asked me if brand mascots are still relevant. My simple answer was yes they are, but you cannot have a brand mascot as a symbol of your brand without first understanding your brand’s personality and how that Read More
Brand By Design: Paul Stanley memoir also a good lesson in branding
One of the key aspects of any of our branding, marketing or advertising programs at Arcas Advertising is the discipline and commitment to the consistent implementation of a strategy. Paul Stanley’s recent memoir, Face The Music: A Life Exposed, might just Read More
Typography: The classics are still singing
New technologies are popping up everyday it seems – smaller tablets, bigger cell phones, phones that are tablets, watches masquerading as televisions and televisions that are computers. These pieces of hardware are really impacting communications and often creating new methods Read More
A case for identity consistency in popular music
Consistent identity application should very much be a key element in any brand’s ongoing marketing and business objectives – even in the category of rock n’ roll. The distinctive logo for the band Chicago (designed by Nick Fasciano) has graced Read More
Brand Strategy: Dish soap’s Unique Selling Proposition extends beyond the sink
For a winning dish detergent formula that makes cleaning stuck-on food easier than ever, Dawn is a brand many household product consumers turn to everyday. In an interesting extension of product usage, the detergent has fortuitously evolved over the years Read More