Brand Strategy And The Lovemarks Theory
August 14, 20135 min
Lovemarks theory is based on a simple premise: human beings are powered by emotion, not by reason.
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August 2013 - Page 3 of 4 - Branding Strategy Insider
Brand Management vs. Brand Leadership
August 13, 20133 min
In many marketing organizations the premium is on management. There’s a big difference between managing and leading. Most marketing organizations are over managed and underled.
Why Perceived Brand Value Degrades
August 12, 20134 min
As I prepare for a presentation on de-commoditization in Malaysia soon, I’ve been thinking about the process by which brands actually become commodities in the first place. Economists sometimes refer to commoditization as a state of “perfect competition”.
Overcoming Complex Brand Architecture Issues
August 9, 20133 min
We regularly answer questions from marketers here on Branding Strategy Insider. Today we hear from Tammy, a Vice President of Marketing in Knoxville, Tennessee who has this brand architecture issue…
Changing The Name Of An Established Brand
August 8, 20133 min
Naming and verbal identity is such an essential foundation of successful strategic brand development. What about changing the name of an established brand? The decision to change a well-known brand name should never be entered into lightly.