The Canto Blog
From digital asset management best practices to the latest industry insights
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 model: Reaching the pinnacle of customer relations
Brand resonance is a crucial concept in marketing that signifies the depth of the psychological bond between a brand and...
Designed to deliver – the powerful impact of following a brand value chain model
“Brand is the sum total of how someone perceives a particular organization. Branding is about shaping that perception.” – Ashley...
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: How a successful new product can harm a brand
“I have not failed. I’ve just found 10,000 ways that won’t work.” – Thomas Edison If you’ve ever been to...
Destined to be different: Dynamic advice to boost your brand differentiation
Think different. This advertising slogan, used by Apple, is representative of why brands succeed or fail. It doesn’t say think...
Protect what’s important: The power of brand compliance
In 1985, the popular board game ‘Clue’ was turned into a movie of the same name. In order to prevent...
Nowhere to hide: Stepping into the spotlight with brand transparency
Yesterday’s Sherlock Holmes, Columbos or Nancy Drews are today’s average person with internet access. Instead of digging for clues out...
From puzzled to positive: Putting your customers on a path to brand recognition
We’d all like to be the only brand within a particular market, but that’s just not the case. However, it...
Brand loyalty: Turning idle enthusiasm into active allegiance
When fans of the Ben & Jerry’s ice cream brand snapped a few photos of themselves for a contest, they...
Advantages of Product Branding: Where Creative Innovation Meets Company Expansion
Product branding isn’t a tricky or difficult process – companies build a comprehensive brand for a product to capture a...