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Why Branding is More Important in Tech than Any Other Industry

May 8, 2018: Dominating the news this week is the massive deal Nestle made for the rights to sell Starbucks coffee, paying a whopping $7B for the rights to sell the coffee in grocery stores worldwide.

And it’s not like Nestle isn’t capable of making coffee—in fact, they are the world’s leading coffee manufacturer using the Nescafe name.

So, why would they drop such a large amount on buying the rights to sell Starbucks? It all comes down to branding.

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12 Killer Tips for Tech Marketers to Develop Their Authentic Voice

Feeling like your content is missing the mark a bit, but not sure why? It might be that the voice and tone behind your content is inconsistent.  As B2B tech marketers, you have a lot to manage and work on every single day and chances are that developing your authentic voice is not something that you really have put a lot of time or thought into.

Whether you’re a marketing manager on a team of one (been there) or leading a larger team of designers, writers, and SEO gurus, it’s super important to develop an official brand voice that sounds and feels like your brand. The way you write affects how your B2B technology brand is perceived and how your audience interacts with your brand. If you're stuck on creating your authentic voice, here are 12 tips on how to develop the authentic voice for your B2B technology brand.

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Brands We Love (and Hate)

In honor of Valentine’s Day, we asked the folks around the office which businesses they consider their branding soulmates…and which ones they want to break up with.

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The Best Logos in the NFL

food, the halftime show and—oh yeah—the game, too. To gear up for for Super Bowl 50, here are Kiwi Creative’s picks for the top five most awesome NFL logos.
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Color Basics for Branding — Part #2: Color Palettes

Good graphic designers don’t pick colors just because they’re “pretty.” They know that the color palette used in a company’s branding and marketing plays a direct role in how consumers think and act by evoking an emotional response; therefore, it’s important to put aside personal preference and select colors that will convey the unique value of your company to your specific target audience.

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2016 Pantone Color of the Year Predictions

{singing} It’s the most wonderful time of the year…

No, we’re not talking about Christmas…it’s almost time for Pantone to release their 2016 Color of the Year! In case they’re still debating between different swatches, here’s what we think they should choose.

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Color Basics for Branding — Part #1: Color Models

 RGB. CMYK. Hexadecimal. Pantone. Confused by color terminology? We’re here to break it down to the very basics so you can better communicate with your graphic designer or web developer.

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Pantone's 2015 Color of the Year: Marsala

Pantone officially announced their “Color of the Year” for 2015 and the winner is…Marsala!

Described as a “unifying element,” Pantone goes on to say that “the impactful, full-bodied qualities of Marsala make for an elegant, grounded statement color when used on its own or as a strong accent to many other colors.”

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New Logo Designs for eBay and Microsoft: Simple or Boring?

Whenever an iconic brand updates its logo, there's bound to be some backlash from the public. (Remember that Gap logo redesign debacle a few years ago?) For the most part, however, designers —myself included — love it when a brand takes that leap of faith and shakes up their visual identity. But the new logo designs for eBay and Microsoft have my designer brain pondering the forbidden question: "is there such a thing as too simple" when it comes to logo design?

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What Does Your Product's Packaging Say About Your Brand?

Americans spend billions of dollars every year to look our very best. Whether it’s wearing expensive designer clothes or simply making sure our hair is brushed before we leave the house, we all recognize the importance of making a good first impression. But why is it then that some brands don’t think the same thing applies to their products? To determine if your brand is putting off the right visual image, the designers at Kiwi Creative recommend starting with three simple questions:

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