Marketing Budget: How Much Should Brands Spend?
March 30, 20123 min
The most frequently used metric of marketing spending is a percentage of the entity’s revenues.
NEW THINKING
Home2012
March 2012 - Branding Strategy Insider
Brands Face Dramatic Shift In Social Economy
March 29, 20124 min
The context of consumer engagement for brands these days is that of a social economy, a marketplace in which nothing is worthwhile or valuable unless it is shared with others. This is not an easy environment for brands. It requires more than simply adapting a brand’s promise or performance to new needs or new priorities. Instead, it demands that brands be utterly un-brand-like.
Brand Building: The Danger Of Losing Focus
March 23, 20122 min
In marketing, focus is always critical. Losing focus, especially in challenging economic times, can lead to ‘the end’ for brands. In what ways should a brand marketer focus? First, one should be very specific about the target customers and audiences to which the brand is intended to appeal. That drives everything else.
Brand Research For Brand Positioning
March 20, 20122 min
We regularly answer marketing questions here on Branding Strategy Insider. Today we hear from Victor, a brand marketer in Seattle, Washington who asks this question on brand positioning research…
Brand Strategy: Lessons Learned
March 19, 20126 min
Seems I’ve spent a lot of time in the interviewee chair over the years. Recently, I had a discussion with Jon Brulloths of PM360, a resource for pharma marketers. You’ll see his questions in bold. Our talk began with what should be a central theme for all marketers — brand differentiation…