Branding Types

Co-Branding | Digital Branding | Personal Branding | Cause Branding | Country Branding

Co-Branding – Partnering with another brand to achieve reach

Digital Branding – Web, Social media, search engine optimization, driving commerce on the web

Personal Branding –  the way an individual builds their reputation

Cause Branding –  aligning your brand with a charitable cause or corporate social responsibility

Country Branding –  Efforts to attract tourists and businesses.

Emotional Branding is a cocktail of anthropology, imagination, sensory experiences and visionary approach to change.


Brands: Solution or Problem

Why Solution:
Together we can do anything – brands are on the right side
Brands are part of the institution of selfishness
Major brands are driven by profits – and things that are good for the environment don’t make money
They help us get behind causes
The scale of brands mean they can work beyond  borders

Why Problem:
Short term thinking is an issue
They are disingenuous and create false status and identity
They manipulate and brainwash
Creating needs we don’t have

Branding Principles

First things first:

Brand is NOT a logo | Brand is NOT an identity | Brand is NOT a product
Brand is the impression of the company as a whole. Its not what YOU think it is, but its what THEY say it is.

Branding Principles defined by various creative agencies.

Landor Associates

  • Stand out
  • Stake your claim
  • Find the insight
  • Keep your promise
  • Get emotional
  • Begin at home
  • Own your media
  • Start a dialogue


  • Clarity
  • Commitment
  • Responsiveness
  • Protection
  • Relevance
  • Authenticity
  • Differentiation
  • Consistency
  • Presence
  • Understanding

Liquid Agency 

  • Differentiate
  • Collaborate
  • Innovate
  • Validate
  • Cultivate