António Costa Marketing | Marketing, Branding & Digital

Branding vs SEO

António Costa · August 5, 2018August 9, 2018

A Crossroads of Beliefs A couple of months ago at a workshop on SEO, the speaker mentioned, with pride, that while working with a client, they changed the title of a piece of content from something that was more differentiated, with the brand’s tone of voice to something plain, but searched. Indirectly, the previous title …

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What is Influencer Marketing?

António Costa · August 2, 2018August 2, 2018

Influencer marketing is a hype term in social media marketing nowadays, however it has always existed. There have always been influencers. Putting it simply, they’re people that can influence an audience with their behavior. In the 50’s hollywood star John Wayne’s heavy smoking was seen as part of his lifestyle, which resulted in him being …

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Papa John’s Rebranding Strategy – Taking Papa John from Papa John’s

António Costa · July 24, 2018July 25, 2018

It was a hot topic last week. In an effort to detach the company from its founder’s racial commentary, Papa John’s will kickstart a rebranding strategy. First step: removing founder John Schnatter from all the company’s branding materials, making Papa John’s orphan to its…Papa. Not wanting to go into the “Was it right or wrong” …

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Brand Architecture Strategy – Models & Examples

António Costa · June 6, 2018July 24, 2018

The first question about Brand Architecture Strategy should be: Why do I need it? Usually companies start with one brand for a product and its single positioning (usually this is the corporation’s brand). However as companies expand into new products or new positionings they feel the need to create new brands. This is the moment …

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The Importance of your Brand Logo

António Costa · April 22, 2018July 19, 2018

Shouldn’t your brand be more than a pretty face? Shouldn’t it be more than just the brand logo? The Problem of a Soulless Brand Logo I often get this scenario; a new company needs a new brand and there’s only one deliverable: the brand logo. Saying a brand is just a logo is like saying …