Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Susan, a marketer in Minneapolis, Minnesota who asks…
Has quality food. That was an attribute I once found in a tracking study for a major fast food brand. It sounds like an important brand attribute, but what does it mean? The answer: It depends. High quality food could mean it looks appetizing. Or that it’s tasty. Or that it’s served hot. Or that the fast food chain uses a top shelf brand name like Kobe beef in its burgers.
In his autobiography, “Confessions of an Advertising Man,” legendary advertising pioneer David Ogilvy, tells how he was once invited to a corporate meeting to compete for a major account.
A key component in any brand strategy effort is consensus among the brand’s key stakeholders. Without it, the risk of failure increases if full support for the strategy is lost later on.
The campaign that won Barack Obama the Presidency is often likened to a ‘master class’ in brand and marketing strategy.
