By now most Branding Strategy Insider readers are well aware of the sex abuse scandal that has engulfed Penn State University, damaging its brand and threatening those associated with it. As the scandal widens, Clare O’Connor, a staff writer for Forbes asks us:
To be truly effective at brand marketing we need to understand which concrete features and functional benefits of our brand (as well as the brand as a whole) evoke feelings most strongly and which do so without simultaneously creating emotional anti-benefits (aversive feelings).
What does technology teach us about how to market brands?
People develop relationships with other people. Brands exist so that organizations can do the same. So, what maximizes a brand’s appeal?
In a world of ubiquitous choice in every product category, brands no longer compete with each other rather they seem to be melting in to each other. It’s time to rethink different in a world predisposed to sameness.
