But for a brand to create that soundDNA they have to be fearless and be consistent.
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Lloyds TSB, for example, has shelved plans to roll out its Evolvebank in the UK, and instead teamed up with Centrica, using that firm's well-established Goldfish credit card brand to create a online and phone bank.
Then Apple can leverage its brand promise to create shine on any new product.
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In the future, we plan to blend product and brand artifacts together to create interactive gaming experiences for users in PUMA stores around the globe, turning the PUMA Joy Pad into a shared social experience.
When a brand is able to create an active connection between its brand promise and the purpose of the event, magic happens.
As part of his plan to reinvent Penney, Johnson pursued the Martha Stewart brand as a key element in his vision to create mini shops devoted to different brand that would replace racks of clothing.
Corporations are creating Chief Brand Officer positions in an effort to create internal brand champions and guardians.
This system increases the sense of community, belonging, and personalization that the brand works hard to create.
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Essentially, social brand strategists need to create intentional systems of engagement that share benefit with employees and allow these individuals to contribute positively to how the brand is experienced.
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DirecTV is spending significantly on marketing and advertising to create brand awareness among Latin American consumers.
You also have opportunities to create brand new product lines in China.
That we will, in fact, have many more of them, not necessarily to drive sales but more as vehicles to create brand awareness.
The reality is that amid the new media frontier, the search for big brand ideas endures, but advertising is no longer the dominant driver to create and tell brand stories.
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Here in 798, once a complex of factories and warehouses that has now been converted into galleries, studios, restaurants and tech startup hubs, he says they were inspired to create brand new ideas from the heart rather than marketing-centered concepts.
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Sky and Disney are working together to create a brand new television channel, Sky Movies Disney.
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Most of what I do is to create the brand for Geoff Loftus, Author.
Both have great histories of success, and with historical success comes an ability to create superior brand identity.
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In addition, content creators will be able to create and brand their own channels on the new BitTorrent client.
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It hopes that its message is memorable, and has come to agreements with Alec Baldwin and Charles Barkley in an effort to create lasting brand impressions.
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The difference is that you are investing time, resources, and money into branding, marketing, infrastructure, all to create your brand against the existing vision and mission of the company.
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It will start to advertise Ovi in 2009, but it will not be easy to create a brand that can rival the coolness of Apple's iPhone or Google's new mobile-phone software, called Android.
In the end, I think it is fair to say that in the age of smarter digi marketing, there remains an art and desire to create iconoclastic brand heat in places like Times Square.
Heinz has the type of brand equity that takes years to create and it has been able to raise prices even in the highly competitive grocery business, said Brian Sozzi, chief equities analyst for NBG Productions.
And the outlaw brand that Davis worked so hard to create is now working against him.
Out of a market threat to the their brand, they create an opportunity.
But many people are not sure how to create an outstanding brand.
Is Amazon going to put up thousands of real, physical stores all around the country (and the world) to create the same brand image?
Or more specifically, from a branding perspective, Hollywood's biggest entertainment companies appear to have lost sight of what it means to create a great brand, which is, after all, what great movies are.
The changes were designed to focus the company on creating groups of products that work together to meet the needs of specific end markets, such as the way Intel bundled a laptop processor with wireless networking technologies to create its Centrino brand.
In order for the brand to have value beyond that, the company must find new ways to deploy the brand (on new products, services, etc.) to create value.
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