Branding: Solution Vs. Direction
April 10, 20073 min
When problems arise, whether they are in marketing, politics or life, everyone looks for a solution. We have all been programmed to solve problems with solutions.
NEW THINKING
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April 2007 - Page 5 of 6 - Branding Strategy Insider
Building Winning Brands – 9 Of 16
April 9, 20071 min
The ninth most important thing to know about building winning brands is that while brands are not products or services and products or services are not brands, a strong brand requires strong brand management and constant product and service innovation.
Branding Snapshot – April 8
April 8, 20071 min
Every Sunday I like to take a moment and try to collect some of the blur that was the past week on Branding Strategy Insider and elsewhere. There’s much to take in. It helps that we’re all writing it down… Jack on Getting Agencies Back on Track Forget about emotion, bonding, borrowed interest or show business. Agencies have to rebuild their reputations around being able to help top management figure out the right competitive strategy...
Brand Spotlight: Coca-Cola
April 7, 20071 min
From the Three A’s to the Three P’s Coca-Cola used to focus its strategy on the three A’s: availability, acceptability, and affordability. While these provided for tremendous growth, they also led to lowered entry barriers. Today, Coca-Cola’s mantra is the three P’s: preference, pervasive penetration, and price-related value.
Name That Brand
April 6, 20071 min
What brand has built enormous equity without huge advertising budgets?