Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Olusesan, a VP of Marketing in Nigeria who asks this on measuring brand equity…
Every brand wants advocates. Little wonder. According to Janessa Mangone, people who actively promote your brand can be 50% more influential than the average customer in helping you secure new sales.
Microsoft had a tough year in 2012. According to Millward Brown’s BrandZ™ ranking of the 100 most valuable global brands, the company saw their brand value drop 9% between May 2012 and 2013. It appears that Microsoft changed too much, too soon when they launched their new operating system, Windows 8. And with that they alienated a large number of potential users.
Some brands and some sectors have baggage. They’re seen as bad. Or they have a reputation for behaving badly. Or they are still trying to win back confidence after a disaster. Or they’re part of a sector that people don’t like. Or a segment of the population would like them to go away.
Chris Anderson once observed that every abundance creates a new scarcity – and vice versa. So if digital is the abundance, what’s the new scarcity? I think it’s analogue – and by that I mean the things that are hard to reproduce and share quickly.
