Blog Profile / Branding Strategy Insider
| URL : | http://www.brandingstrategyinsider.com/ | |
|---|---|---|
| Filed Under: | Business & Finance / Marketing | |
| Posts on Regator: | 1113 | |
| Posts / Week: | 4.3 | |
| Archived Since: | June 7, 2008 | |
Blog Post Archive
Highlights Of The Un-Conference
This past week, marketers from diverse consumer and B2B brands gathered in San Diego to embark on a hero’s journey to create new value for their brands at the premier of The Un-Conference: 360° of Brand Strategy for a Changing World. And what a journey it was! For two days, these intrepid marketers blazed a new [...]
8 Ways To React To Brand Critics
Being non-popular is not the same as being unpopular. Brands that are non-popular are simply not prepared to do whatever it takes to court popular favor. They do their own thing, their own way – and look to attract cult followings via like minds. But brands that have become unpopular have lost likeability. That’s a [...]
Creating A Powerful Brand Manifesto
On All Saint’s Day 1517, Martin Luther posted the 95 Theses on the door of Castle Church, sparking, in the eyes of many, what would become the Protestant Reformation. Whether or not he actually did post the Theses (of course there is historical debate) and what that generated are off-topic, but the action of pinning [...]
A Brand That Discounts Or A Discount Brand?
This article in Time on how to get the most out of Apple is a reminder that there is a noticeable difference psychologically between a brand that discounts (even if it’s only occasionally) and a discount brand. Apple does discount – but for selected parts of its range or for specific reasons: change-over on a [...]
Brand Advantage And The Reason For Buying
It’s tempting when your product all but parallels that of your competitors to be drawn into a meaningless war: a fight for market share that revolves around devaluing (looking to price the other guy out), trivial pursuit (nit-picking on features in a bid to show technical advantage) or overshadowing (spending up large in mainstream media [...]
The Brand Strategy Event For A Changing World
Change is hard. That’s why the future can look so much like the past. And why brands and the marketers who manage them often lose their edge. For those marketers who see comfort zones as a dangerous place, we have designed a unique experience around brand strategy for you. One that challenges the thinking about [...]
Evolve Or Transform? 17 Brand Factors
No business these days can just sit pretty. But the extent and nature of changes confuses many. Brands evolve. Or die. But they must also retain something of what consumers know. Or they fade. So which is more important? And how should a brand act, when? I get asked about this a lot. So here [...]
Television Advertising: Destined For Eternity?
The category killer of advertising was invented a long time ago. It still rules. It’s called TV. One of the longest-running predictions in the history marketing is the death of TV, a prediction that has been wrong decade after decade. TV has enormous staying power. TV’s death knell chronology is instructive. From the very outset [...]
Brands And The Power Of Choice
I swiped this cartoon image from a wonderful TED Talk by Sheena Iyengar on the art of choosing. If you are managing a brand, do yourself a favor and take some time to watch it. It has significant implications for brand marketers. As I listened to her scholarly presentation, I thought how the power of [...]
The Anti-Laws Of Luxury Marketing #24
24? Just sell marginally on the Internet Selling on the Internet is strictly hype in luxury marketing. Many marketers seem to think ?that if you do not sell on the Internet, you are ‘out’. There, the distinction ?between luxury, fashion and premium strategy of prestige brands operating ?on the luxury market is crucial. Internet sales [...]
The Hostile Brand Strategy
According to Harvard professor, Youngme Moon, hostile brands are “brands that play hard to get.” The antithesis of “feel good brands,” hostile brands defiantly demand a decision – love me or leave me. Success through Alienation It sounds risky, yet the number of successful brands that practice at least elements of hostile marketing is astonishing. Consider [...]
The Problem With Direct Response Marketing
There are many today who advocate direct response marketing to the exclusion of other marketing channels. These are very silly people. The problem isn’t that direct response marketing (which I define as advertising with a concrete offer and a measurable response mechanism) isn’t important and necessary. It’s just not sufficient. As a matter of fact, [...]
Rise Of The Clean Slate Brands
There’s a profound shift in power taking place in the business arena. With a whole new breed of exceptional new brands living by the rules of Business 3.0, consumers are now attracted to unproven and unknown brands the way they were attracted to established brands in the past. In fact, ‘established’ is now often just [...]
How CPG Brands Can Win At Shelf
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. To that end we’re happy to answer your marketing questions. Today we hear from Bill, a Senior Brand Manager in Chicago, Illinois who writes… “I’m a long time reader who will be attending The Un-Conference. My question – After an initial success of [...]
Brand Pricing Strategy And Value
One of the five drivers of customer brand insistence is “value.” While value is comprised of more than just price (benefit bundle, perceived quality, etc.), it’s important to understand pricing to deliver a strong brand value. Following are some concepts that you may find useful as you determine pricing for your brand’s products and services. [...]
The Rising Value Of Brands In The Digital Age
Many believe that brands will become less important as digital technology marches onward. They will surely be disappointed. In fact, it is likely that branding will become more important in the digital age. With more media and more brands, consumers have to more to filter out. In order to cut through the clutter, marketers will [...]
Value Creation In The Post-Marketing World
Economics is about deciding what’s valuable. After the re-set in the global economy, people everywhere are re-evaluating and sorting out what is valuable in their lives and what is not. What the world needs now is to have more value added to it. And that’s what brands must do — add value to the world [...]
Advertising: The Next Transactional Tool?
Karl Heiselman, CEO at Wolff Olins, thinks that advertising is destined to become a hyper-aggressive, transactions-focused battlefield. His vision is very similar to what I once referred to as “The Doomsday Brand Scenario.” Heiselman believes that transactional advertising will be balanced by tangible brand building activities, but I am not so sure. Unfortunately I have little [...]
Rethinking Digital Age Marketing Strategy
Steve Jobs liked to say that it’s not enough to kill bad ideas, you have to kill good ones too. That’s because good strategy is about making choices and it takes more than intelligence or even instinct, it takes discipline, one of Jobs’ most overlooked qualities. Marketing strategy is particularly difficult because the rules have changed. A [...]
4 Brand Transformation Lessons From JC Penney
For brand owners who care about building an enduring and valuable brand, the recent JC Penney drama offers an excellent learning opportunity. Venerable retailer JC Penney opened its doors more than a century ago and generates annual revenues of nearly $13 billion from its 1,100 stores. JC Penney was a force to be reckoned with in mid-market department store retail for [...]