Building Brands In The Age Of Attraction
March 6, 20073 min
I spent many of my early years in marketing in the Middle East for Procter & Gamble and Gillette.
NEW THINKING
Home2007
March 2007 - Page 6 of 7 - Branding Strategy Insider
Branding: The Power Of Word Of Mouth
March 5, 20071 min
In his book, Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, Adam Morgan indicates that people enthusiastically share information for one of four reasons: (1) bragging rights, (2) product enthusiasm, (3) aspirational identification or (4) news value.
Brand Quote – March 4
March 4, 20071 min
“It’s not Advertising vs. PR, it’s messaging vs. conversation.” – Rick Murray, President, Me2Revolution The Blake Project Can Help You Build A Bigger Competitive Future In The Strategic Brand Storytelling Workshop Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education FREE Publications And Resources For Marketers
Did You Know? – March 3rd
March 3, 20071 min
•Research has shown that the media environment affects advertising claims (see Aaker and Brown’s study of vehicle source effects of 1972). For instance, quality claims are more effective in elite or prestigious magazines because people associate the claim with the media environment. •Aspirational, upscale and high status brands have the potential to alienate customers who lack confidence. While these customers might admire these brands, they don’t feel comfortable using them. Building warmth, humor and less...
The Importance Of Point Of Purchase
March 2, 20072 min
Over the past 20 years, retail brands have significantly increased their leverage over consumer product brands because (1) they increasingly control access to products and (2) the environment in which the products are sold and (3) they have point of sale data to which manufacturers are not always privy.