At The Blake Project, we believe that brands must make promises to their customers. They must promise relevant, differentiated benefits. That is, they must offer unique value propositions.
The Tea Party Bookshop in Salem, Oregon, has a generous selection of titles on personal growth and spirituality. There’s a poetry reading on the third Thursday of every month. And every once in a while, there’s a “pagan meet-up,” when folks are invited to enjoy a nice evening chatting with fellow pagans. (Well, this is Oregon.)
If for one reason or another, you’d slept through the past five years, only to find yourself suddenly awake in 2010, you’d quickly realize the world of advertising and marketing has fundamentally changed in three major ways. First, subconscious or subliminal communication (and research) has become part of the vocabulary of most marketers.
Brand licensing is one of the lesser known techniques for extending a brand into new categories. The benefits of brand licensing are extensive and include:
Regular readers of Branding Strategy Insider know we welcome and answer marketing questions of all types. Today, Christine, a VP of Marketing in Detroit, Michigan writes…
