7 Strategies To Create New Business Categories
January 17, 20143 min
I have written about creating “category-of-one” brands before.
NEW THINKING
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January 2014 - Page 3 of 5 - Branding Strategy Insider
Brands Only Succeed Locally
January 16, 20142 min
Really enjoyed this piece by Pankaj Ghemawat on the myths surrounding global brands. His point that only 16% of the top 10,000 brands on the Millward Brown database are recognized in more than one country, and only 3% are recognized in more than seven is a reminder that the world is not as open as many of us would like to think.
Decision Fatigue: Enemy Of Brands
January 15, 20142 min
Edward Boches pointed me in the direction of this thought-provoking article by John Tierney on “decision fatigue”. Decision fatigue happens when ordinary people are asked to make decision after decision after decision. Such processes run down the mental batteries that power our self-control. Eventually it seems, we start looking for shortcuts – either by acting impulsively or by opting to do nothing.
Brand Value In The Global Economy
January 14, 20145 min
Do we know enough about how brands impact the global economy? Is it worth having this information?
Brands Are Built On Intensity, Not Volume
January 13, 20142 min
Speculation remains on what a “fan” is worth to a business. In light of that, it’s important for marketers to revisit the difference between volume and intensity when thinking through the value a ‘fan’ brings to a brand.