Beakbane | Brand
Beakbane is a Toronto branding agency. We specializing in brand strategy, communications, and graphic design in print, web, and package design.
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Google’s 7 strategies

Google is an unbelievably successful company because of its clean implementation of new technologies. It is also successful because it is a savvy marketer. It does not follow the traditional paths of packaged goods marketers and yet, especially for a technology company, its communications are...

Customers have feelings

Whether B2C or B2B, companies with strong beliefs in their own rationality will tend to create marketing programs that don’t take the full purchase decision-making process into consideration. Emotional investment is presumed absent....

Branding: a lure and a seed

Last week I gave a presentation to the Canadian Duty Free Association on modern approaches to creating value. The point that I aimed to communicate was that traditional marketing tactics often do not create much long-term value unless they emanate from a brand focus, which...

Positioning for the entrepreneur

Positioning is who you are in essentially three or four very focused words. It is the company’s identity in the minds of the target audience. Positioning has special relevance to entrepreneurs with multiple product lines. Its focus can seem like a cruel axe to the many...

Differentiate yourself and generate attention by owning your vocabulary

A high security key company, Mul-T-Lock (a client of ours), had a predominantly trade-oriented business model. In their dealings with their locksmith customers, industry jargon was an accepted vocabulary. As Mul-T-Lock saw an opportunity to improve its awareness with consumers, it would need to more clearly...