WOW Branding

Opinionated Blog


We'd love to tell you that branding is all about pretty design but we'd be lying. It takes balls to define your leadership, clarity and focus, and you'll need even bigger balls to execute on it. The branding process can reveal a bunch of ugliness as well as brilliance. Yes, branding hurts. Are you brave enough?  Get a regular shot of qualified comments, opinions, recommendations, tools, and ideas regarding branding and leadership. To inspire and provide food for thought.  Welcome to our blog!


Start with a genuine purpose

By:  Dann Ilicic

Without a meaningful purpose that is real to you, you can’t know how to be the leader you know you can be. But once you discover it, there will be no stopping you or the movement your purpose creates. Read Full Article >>

The 3 basics of brave brands

By:  Andrea Shillington

Ethical Bean - Bold BrandingWhether you’re an entrepreneur working on your next big idea or the leader of a well established company, in today’s world of choice, I’m sure, at some point you’ve contemplated how to stand out. Now, we are not just talking about how to be better at this, or best at that; we are talking about boldly going where no brand, in your industry, has gone before.

We boil it down to three simple basics:
1. Start with a genuine purpose (other than to just make money).
2. Get specific about who will buy (even more specific than that).
3. Be truthful, courageous and consistent when you go to market- loose the hyperbole and marketing speak. Read Full Article >>

Delivery is more important than branding - it IS your brand!

By:  Dann Ilicic

I just had one of those great customer experiences that are worthy of a blog post. The interesting part is that I actually never spoke to a live person at any point and I am still blown away.

I bought a pair of soccer cleats for my ever growing 10yr old son from SoccerPro, an online retailer based in Missouri. The prices were fair and the site was easy to use but that's not what compelled me to write this. This company is full of personality and it is clear to me that they have made a decision to make every possible interaction surprisingly great.

I'm always grateful to get acknowledgement that my order was received and shipped, but check out this order confirmation excerpt: Read Full Article >>

6 Surefire Ways to Make Sure Your Rebrand Fails

By:  Dann Ilicic

Going through the rebranding process in your organization can be tough, even if everything goes smoothly. In our experience, there are six things that usually get in the way and we want you to be aware of them.

1- The CEO or leadership team is not involved

Too often we see the rebranding efforts beginning in the marketing department instead of with the CEO. Branding is a CEO level initiative because it deals with the fundamental definition and expression of the business. The brand consultant is the worst person to deliver the brand to the organization. It can ONLY be delivered by the CEO as an expression of their vision for the organization’s future Read Full Article >>

Is Bing a good name for Microsoft's search offering?

By:  Dann Ilicic

Anytime Microsoft does anything to challenge Google, it always makes for interesting news. Last week the New York Times did a story on Bing — the new name for Microsoft Live search.

What struck me about the article had nothing to do with the name itself, but rather the asinine comment from Peter Sealey, Coca-Cola's former chief marketing officer who said " Microsoft should have picked a name that more directly connotes search... it's going to be an enormous expense to create an image for this thing called Bing." Read Full Article >>

Cause for a good business

By:  Dann Ilicic

My favorite entrepreneurial stories are those in which an undying faith and belief are required to combat the ridicule of doing something different. Casting the right vision and purpose for a company has to come from somewhere deep inside if it is going to be completely authentic, meaningful and sustainable. I came across TomsShoes.com—a company founded by Blake Mycoskie and built on a very compelling brand promise. For every pair of shoes you buy, they will send a pair to a child in a developing country as part of their One for One movement.  Read Full Article >>

Understanding why we buy—Words Matter

By:  Dann Ilicic

I came across an interesting article today on CanadaOne.com that I believe we all should read titled 7 things you need to know about why people buy. Although all the points hit home, the two that really struck me from a branding perspective were #5 Framing and #6 Too Many Choices.  Read Full Article >>

Packaging vs. Product

By:  Dann Ilicic

I'm sure that most of you have seen the Susan Boyle/Britain's Got Talent video by now on YouTube. I saw it last week when the views were fewer than 10 million and it has already surpassed 40 million. If you haven't seen it yet, please check it out - it will make your day.

The video got me thinking about how important it is to have a good product and that ultimately product is more important than packaging. So much of marketing is based on inflated claims that it is nice to find something genuine and authentic - like Susan Boyle. Read Full Article >>

Your product failed – and I love it!

By:  Peter Andersen

 Read Full Article >>