Ask any architect and they will tell you the most important aspect of design is not the structure but its foundation. If you’re going to create a brand that endures, you’ll have to build its value on a solid foundation.
Marketing is war. As on the battlefield, there’s a time to hold your position, a time to fall back and reassess, and there are times when you should attack. Those calls should be based on pragmatism not impulse, because the resources required to up your game can be considerable and the consequences of failure can be significant. So when should a brand take on a competitor, directly or indirectly?
Brand advocates are vital to social media marketing strategies because of the word of mouth (WoM) they generate.
Today’s successful brands almost always deliver customer benefits that are more than just functional. To gain insight into your brand’s values and its emotional, experiential and self-expressive benefits as perceived by its customers, have your customers complete these sentences:
Change is hard. That’s why the future can look so much like the past. And why brands and the marketers who manage them often lose their edge. For those marketers who see comfort zones as a dangerous place, we have designed a very unique experience around brand strategy.
