AW Capabilities Month Recap

Throughout the month of March, Addison Whitney designated one week where highlighting one of our capabilities – visual branding, verbal branding, market research and brand strategy – via brand salsa and our social media channels. Here is a recap of all of the AW Capabilities Month Content!

Visual Branding

What is Visual Branding?

But what is Visual Branding? What does it mean to you? For all of us at Addison Whitney, it’s much more than just pretty pictures.

You only get one first impression; what is yours worth to you? A strong visual identity sets the tone for your brand, and at Addison Whitney, we specialize in understanding the impact and implications that design has on your business. logo development visual branding

AW Capabilities Month Case Study Wednesday: Darden Restaurants

Our case study this week highlights Addison Whitney’s work with Darden Restaurants. Addison Whitney has had the privilege of an ongoing relationship with Darden Restaurants, owner of the Olive Garden Italian Restaurant and Bahama Breeze chains. 

When is the Right Time to Change Your Logo?

When is the right time to change your logo? Or, should the question be, is there always a “right” time? When it comes to branding, the visual aspect is crucial to success. It is the first thing that is seen, and as consumers and audience members to a brand message, a successful visual branding product can propel a brand to success. When a visual brand is successful, it acts as a foundation for the complete brand package. 


Verbal Branding

What is Verbal Branding?

At Addison Whitney, our philosophy when it comes to verbal branding is “Play on words? Don’t mind if we do!

Branding is the construction of an identity, and a continual process, but at the foundation of every brand is its name. A strong brand name can convey a number of things like quality, reliability or clarity. But good names don’t happen overnight or by chance. It takes the verbal branding name brand developmentperfect balance of creativity, purpose and strategic thinking to create strong brand names, which is something our verbal branding team has perfected over the years. 

AW Capabilities Month Case Study Wednesday: Goodyear

Our case study this week highlights Addison Whitney’s work with Goodyear. Addison Whitney has worked with Goodyear on a number of projects, including the brand development of three tire lines.

4 Traits of a Great Brand Name

What makes a “great” brand name? The impact it can have on an overall brand is inarguable. At the same time, this power and importance in a name to a brand can have the opposite effect if the name doesn’t meet the high standards that every brand should set for themselves. This is why it is crucial for a brand’s success that they find the right brand name, which will probably possess one of these four traits...


Brand Strategy

What is Brand Strategy?

At Addison Whitney, we feel brand strategy is important because success is a strong marriage of business and brand strategies. Successful brands are built on a foundation of meaningful brand strategy. And, that strategy provides the framework for what your brands mean and how they should be organized.

Oftentimes, making decisions about the future of a brand can be politically charged and challenging for an internal team to confront on its own. It’s difficult for a company to be objective about themselves – tenure and passion have a tendency to cloud constructive decision-making. That’s where we come in.

AW Capabilities Month Case Study Wednesday: Sonoco

brand strategy branding development

Following its Tegrant acquisition, Sonoco sought to create a new brand architecture that would integrate Tegrant’s three businesses into Sonoco’s primarily master branded strategy in a way that would effectively communicate the brands and product offerings while minimizing any loss to brand equity and sales. In addition, it was important that the new structure help tell the Sonoco protective packaging story to existing and potential customers. 

The Two Pillars of Efficient Brand Strategy

Managing a brand efficiently has both time and monetary implications. Both are valuable, but often limited resources that are essential to developing and maintaining successful brands. This is especially important for organizations working to establish meaning and purpose for multiple brands in their portfolio. However, this is not always the case, and when brands don’t have a well-defined meaning or purpose, organizations run the risk of missing an opportunity to capitalize on the value of their resources. But there also must be an efficient use of time and resources from the parent company in order to ensure success across their portfolio.

There are two main pillars that address these components, and that strongly impact the ability to commit time and financial support to brand strategies – Prioritization and Organization. 


Market Research

What is Market Research?

At Addison Whitney, we’re nerdy about data! Effective research and analysis drives and validates your brand vision and gives you confidence in your brand’s future power.

Our research pros guide you through the process that will build your brand’s value, and our global expertise delivers the insight you need to make strategic, data-driven decisions about your brands.healthcare and pharma branding market research and analysis

How to Catch the Eye of the Consumer – Visual Market Research at Work

How often have you scanned the store shelves looking for a product, and a particular one caught your eye, making you stop, do a double-take or spend a few additional seconds focusing on that one product before moving on? Well, those few seconds and that additional look were not a coincidence – they were largely caused in part because of the work of a market research team, much like the one at Addison Whitney.

Whether it was the packaging design or the brand’s logo that caused you to stop, the fact is research has ensured that each visual aspect of a brand has been fine-tuned to the consumer’s taste and painstakingly tailored to achieve maximum appeal across the largest base of potential consumers.