The Power Of Brands Lies In Shared Values
April 30, 20124 min
Brands, just like people, have values – bedrock principals they stand for and hold near and dear to the heart.
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April 2012 - Branding Strategy Insider
Consumer Behavior: Spenders By Nature
April 27, 20124 min
Consumers want to believe again. So help them.
4 Do’s And 1 Don’t For Smarter Brand Naming
April 26, 20122 min
1. Do go for quantity. Nine of any ten names generated (by any method or means) fail to get through an availability screening. And this is not a new problem. When the Coca-Cola Company introduced its first diet drink way back in 1963, an IBM Model 1401 computer was programmed to disgorge every four-letter combination containing a vowel. Out came 250,000 combinations. Then 600 names were examined as possibilities. But only 24, a mere four...
Customer Based Brand Positioning
April 25, 20121 min
The competition-based perspective of brand positioning emphasizes distinguishing a brand from competing brands on benefits important to customers.
Aligning Brand Personality And Brand Values
April 24, 20122 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 Fauziah, a senior brand marketer in Kuala Lumpur, Malysia who has this question about corporate and employer branding.