Make Branding Work For Your Company, Dean Logan, TBJApodcast 198
Listen to the Episode Below (00:29:27)
Brand Journalism, Marketing & More
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What goes wrong in branding and how do you make branding work for your company. Dean Logan shares his case studies and tips.

Dean Logan is the Founder + CEO of FOUNDATION – a marketing consultancy for technology and technology-related organizations that need to position and brand their product or service. Graduate of the Ringling School of Art & Design with over 25 years experience as an Art Director/Graphic Designer in consumer and B2B marketing. Past clients include Lenovo, IBM, GE, RCA, Visa, Harrah’s Entertainment, Gaylord Hotels, Wyndham Hotels & Resorts, Dollar Tree, Visa, Wells Fargo, BB&T, American Red Cross, PPD, Quintiles, Shire, Merck and Novartis.

Think Like A Journalist Quote
“Authenticity, honesty, and personal voice underlie much of what’s successful on the Web.” –Rick Levine

Success Quote

“A brand is how a person feels when they see and hear a company name.”

Career Highlight

Hear how Dean successfully convinced the agency he worked for to make an important change that focused on its core value proposition to its customers which helped the business grow.

When It Didn’t Work!
Dean learned why you must take the process in a logical order. Find out what went wrong when the branding headline campaign got completely switched last minute.

Make Branding Work For Your Company
Be clear and simple.
Be genuine.
Don’t rebrand just for the sake of rebranding
Make your logo design simplistic but not overly simplified.

Don’t ask your logo to do to much heavy lifting… a mark will never convey everything about a brand.

Ask what your customers want from you and then deliver it.
What do you want your customers to expect from you?



Multimedia Resource

One book, documentary, or Internet Channel to watch?
Meaningful: The Story Of Ideas That Fly

Mentioned In This Episode

Verizon new logo

Dollar Shave Club

Warby Parker

Why you hate Google’s new logo

The new logo retains the rainbow of colors but sheds the grownup curlicues: it now evokes children’s refrigerator magnets, McDonald’s French fries, Comic Sans. Google took something we trusted and filed off its dignity.

Best and worst logos


About Dean Logan

Twitter @Deano1739

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Phoebe Chongchua
Phoebe Chongchua

Phoebe Chongchua is a multimedia Brand Journalist, Brand Consultant & Marketing Strategist who is revolutionizing brand communication with consumers. She makes companies remarkable using brand journalism storytelling to grow their online presence, build a community, and gain greater market share. Phoebe is a former TV News journalist who helps brands gain a competitive advantage by learning to "Be the Media". Phoebe is the host of "The Brand Journalism Advantage" podcast and a "Top 50 Podcaster To Follow". Listen in iTunes or at

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