Brand Elements: Color, Audio, Fonts, Design, and More

Failing to balance emotional brand engagement and distinctive assets can lead to disinterest (i.e., high levels of neutrality when watching an ad) or even misattribution (i.e., an ad works in favor of a competitor). How can advertisers get it right?

How do brands use color effectively in their products and campaigns?

How can I best communicate scent in my marketing?

AllazoHealth revamped its branding to foreground the technological sophistication of its health care solutions.

System1’s Andrew Tindall shares five key best practices for effectively leveraging audio advertising.

How effective are brand characters and mascots in ads?

How can brands use audio and music to reach consumers?

Cumulus Media shares data that quantifies how recall for an audio ad is improved by diminishing the word count.

How do I manage my brand’s distinctive assets, things like colors, fonts, and shapes?

Intercontinental Exchange (ICE) used an integrated campaign to reposition the company and articulate its new purpose of connecting people and businesses with opportunity.

For many brands, audio is an afterthought — a checkbox for reaching consumers in their cars. To such brands, marketing departments designating a chief audio officer might seem absurd until they see the medium’s power. For other brands, audio is a secret weapon.

Programmatic audio advertising is growing rapidly. Find out how to make the most of digital audio ads, targeting the right audience and boosting engagement.

In this video, SXM Media explored the benefits of advertising across audio channels and shared how to leverage the idea of relevance and context to serve ads that resonate with audiences.

Farabow, Garrett & Dunner, LLP explored the various liability issues associated with the use of fonts and typefaces and the different licenses brands employ to mitigate risk.

For brands born to a digital world, such as Uber, Twitter, or Airbnb, establishing a detailed set of brand guidelines is a natural course of action. But for more traditional brands forced by the pandemic to adjust to a future online, developing a digital-friendly set of brand guidelines may come with a bout of growing pains.