Raincastle's Web Design & Marketing Blog

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Posted by Paul Regensburg on Sep 9, 2015 8:34:55 AM

Trump and the Power of the Tagline

Amidst the blow-by-blow coverage of Donald Trump, and by association, the other candidates (including Democrats), there has been surprisingly little said about the 2016 candidates' taglines and their impact, or lack thereof, thus far. This post should not be construed as an endorsement or opinion of any candidate, just their brand strategies as represented through their use of campaign taglines.

To understand the power of a tagline, look no further than Barack Obama's success in 2008 with his two taglines: “Hope” and “Change We Can Believe In.”

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Tags: brand messaging / rebranding / brand / differentiation / taglines
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Posted by Paul Regensburg on Feb 16, 2015 8:56:00 AM

Do I Need a Brand or a Visual Identity?

Sometimes when people come to us for "branding," I quickly ascertain that what they really mean is an updated "visual identity."

"So, you're looking for help integrating your vision, competitive positioning, audience messaging, market perception and corporate culture," I might ask. Just as often they respond, "I just need an update to our logo, collateral templates, PowerPoint, web design, etc." For many, the visual manifestations of a brand are "The Brand."

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Tags: web design / branding / design / design thinking / rebranding / brand / differentiation / design and business / Web Design Strategy / branding for websites
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Posted by Paul Regensburg on Dec 3, 2014 4:00:00 PM

Six Branding & Marketing Tips for Consultants

If we concur that in today's business climate, change is the only constant, then we can understand why, to some degree, branding & marketing need to become fluid practices. For product companies, this is not as amorphous as it sounds, because a product is something tangible and even as the world changes, these companies always have the product to anchor and focus their branding and marketing efforts.

But for consultants and, in general, Professional Services organizations, which don't have products, how do you incorporate change and a flexible approach in your own branding and marketing efforts, in order to stand apart?

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Tags: marketing / branding / content marketing / differentiation / Marketing for Consultants / Professional Services Marketing
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Posted by Paul Regensburg on Jul 1, 2013 11:03:00 PM

"Designed by Apple in California," Is it New Coke?

I've purposefully not consulted the blogosphere or Twittersphere to give myself the space to consider Apple's new brand campaign, titled "Designed by Apple in California." 

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Tags: advertising / branding / brand messaging / brand loyalty / design / B2C / rebranding / brand / differentiation / design and business
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Posted by Paul Regensburg on Mar 11, 2013 11:43:00 AM

Improving User Experience through Digital Storytelling

In a previous post, Three Cases of Websites Using Modern design Techniques, I touched upon some of the exciting new design techniques — that have become available on the web—which are beginning to change the face of the modern website. Digging down a level, these design techniques exist to serve your company's need to tell your brand story. The speed at which business is being done and the amount of noise you must cut through have elevated the need for distinctive, on-brand digital storytelling.

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Tags: web design / user experience / mobile / brand messaging / Flash / differentiation / design and business / HTML5
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