CMO To CEO: The Next Era Of Brand Leadership?
September 9, 20147 min
Chief Marketing Officers haven’t had it this good for some time. As Jack Trout observed the average tenure not so long ago stood at less than two years.
NEW THINKING
Home2014
September 2014 - Page 4 of 5 - Branding Strategy Insider
9 Brand Lessons From The Ice Bucket Challenge
September 8, 20146 min
The “Ice Bucket Challenge”, the viral awareness campaign to raise money for ALS, has swept the world in the past month or so, raising over $100 million for a cause that was previously under-profiled, and flooding social media, so to speak, with videos of people from all walks of life pouring ice-cold water over themselves.
Brand Strategy For Longer Sales Cycles
September 5, 20142 min
At dinner the other night, the conversation turned to carpet ads. Why, someone asked, do retailers keep advertising carpet ads when most people only buy carpet once every 7 – 10 years?
Political Repositioning Strategy
September 4, 20142 min
To label something is to name it, to give it an identity.
Customer Segmentation Explored
September 3, 20141 min
Two universally scarce commodities are time and money. Some people have one or the other but not both, other people have neither, while a few fortunate people have both. Brands can command a price premium or a time premium or both. This leads into a universal cross-category segmentation scheme.