Brand Equity Study: The Insurance Industry
February 19, 20082 min
When we conducted our insurance industry brand equity study, we uncovered the following:
NEW THINKING
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February 2008 - Page 3 of 6 - Branding Strategy Insider
Improving Your Greatest Business Asset
February 18, 20084 min
It’s a tough, competitive world out there, so in recent years the business community has spent a lot of money at office retreats and wheeling in programs that are designed to help their people help themselves and improve their performance.
Achieving Brand Management Success
February 17, 20081 min
To achieve brand management success you must focus the organization on delivering the brand promise. Brand management is much more than marketing (a.k.a., making the brand promise real)
The Language Of Branding: Brand Personality
February 16, 20081 min
Each and every brand should choose an intended personality based upon the brand’s aspirations and its customers’ current perceptions of the brand.
Brand Positioning: Choose Your Words Carefully
February 15, 20083 min
I had a depressingly familiar experience last week. A brand manager took me through their fresh brand strategy, and it was terrible. It was, like most brand positioning, pointless. About eight out of every 10 brand strategies have no impact whatsoever on brand equity. And this was going to be another addition to that big book of pointless branding for two reasons.