JTC Marketing

11/21/2024

Next up in our exploration of Brand Equity Models is Kevin Lane Keller and his Customer-Based Brand Equity (CBBE) Pyramid model. For Keller, it is about achieving Resonance. His multi-tiered approach to brand equity is broken up into four stages.

Each level of the CBBE pyramid builds on the strength of the layer before it, on top of the foundation of Brand Identity. Keller considers customers’ emotional relationship with a brand and the ability to be heard and acknowledged. The result is deep-rooted loyalty.

11/13/2024

As we explore the ideas around Brand Equity, we must consider some of the most recognized models used throughout the industry. The first one, and maybe one of the most important, is Professor David Aaker’s theory on Brand Equity resulting in recognition and his strategy for achieving BE.

Aaker believes Brand Equity is a sum of Brand Awareness, Brand Association, and Brand Loyalty. The strategy to achieve that emotional reaction from customers in split-decision purchasing moments is to maximize efforts in Brand Awareness, Brand Loyalty, Perceived Value, Brand Association, and Brand IP, with compelling Brand Identity being implemented at every step and touchpoint along the way.

Brands and Companies that consider how Brand Equity affects each aspect of their customer’s experiences will be much more effective in building recognition around their products and services.

11/08/2024

After taking a few months off from publishing CREATExVISION stories, we are ready to end the year with an incredible cast of creative entrepreneurs.

Today's episode features a great friend and pillar of the Charlotte culinary industry, Troy Gagliardo, with Motown Spice. Hear more about how his story unfolded and how his career turned a sharp corner into his new role as Charlotte's Spice Guy.

From being a seasoned chef, restauranteur, cookbook author, and television cooking host, Chef Troy Gagliardo now sits on the other side of the industry count...

10/16/2024

Brand Equity has been a topic of several conversations we have had recently, specifically around the rise of AI and creative platforms like Canva. So, what exactly is Brand Equity, and how does it relate to a company or small business?

Brand Equity is simply the perceived value your customers have of your brand. It is the collection of visual assets and how they are deployed. Think color, fonts, logos, marks, patterns, etc. As we have focused a great deal on this topic throughout the many years we have been building brands, we thought we would take some time to explore the topic with you.

What does Brand Equity mean to you?

08/14/2024

We heard of the recent passing of Charlotte Hornet’s announcer/legend Big Pat. While working on contract there for HSE in the creative department, I had the opportunity to meet and work with Pat a few times. One of the nicest people you will ever meet. Every time I passed him in the arena or in the halls he would always take the time to say what’s up and see how I had been. Always with a smile, though at the time he was going through a good bit of pain.

During my tenure I had the opportunity to design a logo mark for his persona as well as get him to sit in on a few merchandise shoots. RIP to a real one. Big Pat. The energy of the hive will never quite be the same.

07/19/2024

From hosting the Cheshire Dinner Society with our creative compadre to supporting , we have seen firsthand how culture is born at the table.
Food brings people together. It offers a community for all willing to break bread and put the heaviness of life aside to find commonality. Food has a way of stirring up passion and stoking creativity.

Over the last eight years, we have worked on following a passion for food and cooking to fill tables and create relationships around a shared love for breaking bread and building a community with friends. We have used the term Over To Mine to build momentum around this congregation of themed cooking and shared plates. As absolute nerds, we created an identity around it and brought this passion project to life. Maybe it’s nothing more than a fun sticker or t-shirt, but it’s giving an identity to something that means something deeply to many folks.

The Ohio Star is a quilt pattern block that goes back to the 1800s as a popular pattern around quilters. It is said to have been born in Oberlin by Mary Leary Langston. From a rabbit hole of chasing barn quilts around the Ohio countryside during the pandemic, the Ohio Star symbolizes a sense of home and community for us. The eye represents the vision and the inspiration we have found in looking ahead with intention. So, when creating a mark for this beloved series of food parties, it felt like it fit perfectly.

Have you been to an Over To Mine potluck? Would you like to?

07/04/2024

Happy Independence Day! We feel grateful to enjoy the freedoms that many fought and sacrificed for in order to give our country the opportunity to exist. We’ve come a long way and clearly have a long way to go. But today, we celebrate with charred meats, tasty sips, and great company. Cheers!

06/14/2024

One of the more inspiring stories we have filmed to date, Hope Vibes Inc serves the homeless community in Charlotte by providing showers, giving them a chance to wash their clothes, and a bite to eat each week. Emmanuel and Adrienne Threatt wake up each day with a purpose to bring hope to those who have lost it and create a community around understanding. Watch this week's episode of CREATExVISION and hear how it came to be with Emmanuel Threatt

For Emmanuel Threatt and his wife Adrienne, giving hope daily has become a life purpose. Starting out, they were moved to bring sanitation and toiletry suppl...

06/14/2024

We took a small break to pause and get ready for our third wave of guests for the CREATExVISION series where we speak to guests who have found purpose beyond themselves and carried flags of hope and awareness. Thank you for tuning in so far, this project has been transformative in so many ways. ✌🏻

05/30/2024

When it comes to crafting the perfect brand, there is so much to consider. But none more important than the commitments and promises you make to your clients/customers. Customers want to know that your products/services will be consistent, that you share in their value system, and that if they tell a friend about you, you won’t let them down.

This is what brand integrity is all about. Doing what you say and respecting the trust and loyalty of your customers.

05/24/2024

There's something to be said about the experience of sitting in a tattoo chair for several hours, having your skin raked over by multiple needles. It can be daunting and uncomfortable, and in the hands of the wrong tattoo artist, it can feel isolating and cold.

Matt Terry, a 25-year seasoned tattoo vet, understands the importance of atmosphere, comfort, and being present for his clients on what is otherwise a painful experience. Now working out of his own studio, Matt takes years of experience to guide his clients through a special process. Learn more about Matt Terry and how it came to be on CREATExVISION

Matt Terry is a seasoned vet in the tattoo industry, having worked for over 25 years, most of which have been custom large-scale work. During his tenure, Mat...

05/24/2024

Visual Impact! The further I have reached into videography and storytelling the more my visual brand as a studio has leaned towards this eye mark. Vision has been an important part of what we have done for a long time—the ability to visualize and forecast a result and then execute. So naturally we had to print same stickers. Next time you see me, ask for one.