Brand Arrogance: The Threat Within
October 19, 20112 min
Consumers don’t value brands; they value the idea the brand represents to them.
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October 2011 - Branding Strategy Insider
Targeting Consumers: A New Perspective
October 18, 20112 min
Direct marketers have long known something that brand marketers haven’t: responsiveness counts. And not much else.
Brand Strategy: Rethinking Brand Differentiation
October 17, 20116 min
The ultimate goal of any brand effort is differentiation. Setting your product apart from its competitors is an essential first step toward creating preference and loyalty. According to research firm, Millward Brown, “Brands that are perceived as being different have a much higher potential for growth than do other brands.” Consequently, identifying and communicating meaningful points of difference has become the focus of much strategic branding work.
What Experts Are Best For Community Branding?
October 14, 20112 min
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’s question comes from Lisa, an economic development executive near Toronto, Canada who asks:
Brand Licensing: The Answer For Sears?
October 13, 20113 min
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers. Today we hear from Ryan, a senior analyst with a private investment fund in New York City, New York who has this question about brand licensing.