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Geron Blog

The Use Of Colour In Branding

04 Oct, 2016    

What’s the first thing people notice about an exhibit at a trade show? Clever design? Company logo? No, the answer is colour. People have an emotional and psychological response to colour that is rooted in the human psyche. Colour conveys meanings that are powerful, visceral and subtle. That’s why marketers invest so much time and effort researching the right colours to represent their brands. They want to convey colours that connect with their intended audiences, but they also want to authentically represent the characteristics of their brand. In a study called Impact of Colour in Marketing,...

How To Prepare For A Trade Show

20 Aug, 2016    

If you've ever manned an exhibit at a trade show, you'll know that not every detail goes according to plan. Embarrassing typos, faulty equipment and mixed messages are some of the problems that can plague a trade show event and damage a company’s brand or reputation.  For those who are new to trade shows, here's a checklist to help make the most of your trade show experience. ·         Choose a location carefully. The earlier you book space at the show, the greater your options for selecting a location that achieves maximum visibility. Booths located near the front entrance are obviously a...

What makes a brand?

06 May, 2016    

We all know the tremendous power of a brand name. Google, Canadian Tire and McDonalds spring to mind, but there are a host of others that have successfully carved out a space in the consumer's psyche. For many small and medium-sized businesses, the task of becoming a household name appears daunting. If we dissect what branding really is, though, and break it down into manageable parts, then we can lay the foundation upon which to build. In essence, there are two parts to a brand: first, there is an integral relationship between branding and corporate vision. Secondly, branding is a journey,...