Brand Marketing Shift: Attitudes Follow Behavior
September 27, 20126 min
The debate over which comes first, attitudes or behaviors, has been going on for a long time.
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September 2012 - Branding Strategy Insider
Brand Strategy: AVIS Abandons Trying Harder
September 21, 20121 min
After 50 years of “We try harder,” AVIS Car Rental has announced that it will replace that slogan with a new one, “It’s your space.” When introduced, “We try harder” was lauded as a brilliant counterpoint to Hertz’s #1 position in the car rental industry. It was a strong brand promise that played off the belief that the #2 car rental company would work harder on a customer’s behalf.
Brand Marketing: Powerful Networks And Weak Ties
September 18, 20129 min
A recently published study in Nature has been making minor headlines with its findings that close Facebook friends can boost the likelihood to vote. This study has caught the eye of brand marketers because these findings seem to validate the investments being made nowadays in viral marketing, particularly those involving online social networks. But it shouldn’t come as a surprise that people are influenced by their close friends. Instead, what’s surprising about this new study...
The Brand Defined
September 17, 20121 min
Now that we have thousands of thought pieces on the topic of brand management here on Branding Strategy Insider, I thought it was time to revisit what a brand is. I will list my favorite definitions but hope that you will also add your favorites to the list.
Brand Architecture Strategy
September 14, 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, Manuel, a student of marketing in Frankfurt, Germany asks this about brand architecture strategy…