The Canto Blog
From digital asset management best practices to the latest industry insights
The true power of influence: Crafting your impactful brand image
Do your favorite brands understand your needs? Do they have a personality that connects with you? Your feelings about them are their brand image. The...
Fulfill your (brand awareness) destiny! A guide to all things brand awareness
Have you ever asked for Coca-Cola at a restaurant, only to be disappointed when they had Pepsi? Have you seen...
Brand authenticity: How customers uncover your brand truths
The most powerful moments in stories are when characters discover the solution to their problems by looking inward. These moments...
Co-branding: A complete guide to brand partnerships, benefits, and strategies
What is co-branding? Co-branding is a strategic partnership in which two or more brands collaborate to create a jointly marketed...
Brand value proposition possibilities: Giving customers a reason to believe
“Why fit in when you were born to stand out?” – Dr. Seuss Writing a decent brand value proposition requires...
Building better brand equity: The strategies and ideas you haven’t heard
It’s common to assume that if a product is of high quality, it will sell, and if it’s of low...
5 methods of branding that could make all the difference
“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard...
Brand resonance: How to build lasting customer connections with the Brand Resonance Model
What is brand resonance? Brand resonance is the depth of psychological and emotional connection a customer develops with a brand,...
Brand value chain: How brands build and measure lasting value
What is the brand value chain? A brand value chain is a structured framework that maps the sequential stages through...
A modern approach to unique and compelling branding from Canto
The following is a complete guide to branding in 2020. If you’re looking for some exciting, fresh ideas, you’re in...
Brand dilution: 9 real examples and what every brand can learn from them
What is brand dilution? Brand dilution occurs when a brand’s extensions, new products, or market expansions weaken its core identity,...
Brand differentiation: 7 Ways to stand out From your competitors
What is brand differentiation? Brand differentiation is the process by which a company distinguishes its brand from competitors through unique...