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 Laura, a Director of Corporate Marketing in St. Louis, Missouri who has this question about a one brand strategy:
The words “brand” and “branding” have become so ubiquitous in our jargon that they are becoming meaningless. Within your organization I’ll bet it’s a fair statement to say you’ve heard these words thrown around recklessly from time to time. You probably wondered privately “does branding really matter?”
Developing a new or refreshed corporate or brand identity is often a response to change. Many factors will drive that change – new management, mergers, acquisitions, product development, or a competitor’s threat to a core business.
Dear Marketers: I’m much smarter than your marketing gives me credit for.
The arc of the Internet is misunderstood.
