Ten Reasons To Revisit Your Brand Architecture
June 28, 20126 min
If you have ever named a boat, a pet or a child, you know how difficult it can be to choose the right name.
NEW THINKING
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June 2012 - Branding Strategy Insider
Success And Radical Brand Repositioning
June 26, 20122 min
Conventional brand repositioning wisdom is to alter the brand’s position incrementally from the established position, playing off of current assumptions about the brand. It is usually a very tricky and subtle exercise that requires deep customer insight. And yet, some brands have radically altered their brand’s meanings, so much so that the ‘before’ and ‘after’ target audiences are completely different. Following are two examples of this.
The Importance Of Starting At The Bottom
June 25, 20124 min
CEOs of startups and emerging companies are always looking for useful advice and ideas on brand building and how the management of their early stage brand can help them move from where they are now to some elevated place they want to be. Many early stage business leaders know what they want, and the direction they’d like to go, yet the “how to do it” part remains elusive.
Place Branding Becomes A Mandate
June 22, 20125 min
In the face of increasingly intense competition, ambitious places are objectively evaluating their competitiveness and methods of optimizing their relevance and value to internal and external customers. Many of them are adopting the principles of branding to better manage their identities and how they present themselves in a global marketplace.
Attraction Marketing And Competitive Advantage
June 21, 20123 min
I want to share insight into one idea that guides The Blake Project’s brand consulting practice. Attraction Marketing is not a new idea, on the contrary, it’s an idea as old as commerce itself.