branding Archives - Valchanova.me

Digital Strategy
Pantone Color of the Year 2026: When Marketing is the New Black
Color is a universal language. We communicate through color, regardless of background, gender, or ethnicity. But does anyone own color? If you’re inclined to say ‘Yes,’ only one entity comes to mind: Pantone. And while Pantone’s commercial success story is interesting, I want to tell you about their marketing masterpiece, Color of the Year. But…
Brand Messaging and Copywriting
Building a Distinctive Brand: Bridge “The Brand Gap” and “Zag” [Book Notes]
As I dive deeper into the topic of branding, I’m gradually meeting more exciting experts on the topic – and Marty Neumeier is definitely one of them. His books are proof enough. Both “The Brand Gap” and “Zag” are experience-style books. The way the information is presented is definitely unique, but that’s not all. The…
Brand Messaging and Copywriting
Different: Building Branding that Resonates [Book Notes]
I have a beef with branding. At least with branding books, branding courses, and branding teaching. All branding advice I’ve heard so far – even in recommended talks, lessons, or posts – sounds vague or overly superfluous. However, being a marketer and not having strong branding skills is a non-starter. This is why I dived deeper…
Brand Messaging and Copywriting
Defining Your Tone of Voice: Full Step-by-step Guide & Exercise Templates
Tone of voice, brand personality, brand archetypes… No matter what definitions you use, creating a distinct brand character will set you apart and build trust with your audience. Here is everything you need to know about crafting your brand’s tone of voice.
Brand Messaging and Copywriting
David Armano on Brand Purpose: Find a Tension That Aligns With the DNA of Your Organization
I spoke with David Armano, Global Strategy Director at Edelman, at the recent DigitalK Conference. We talked about brand purpose – why it’s important and how marketers can develop it for their organization. Here’s what he said in our interview.