The Canto Blog
From digital asset management best practices to the latest industry insights
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,...
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...