Many Brands Confuse Reach And Value
April 23, 20152 min
Numbers matter, but different numbers matter differently. To me, one of the great confusions in marketing is extent and value:
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April 2015 - Page 2 of 5 - Branding Strategy Insider
The Harsh Truth About Brand Valuations
April 22, 20154 min
A few years ago I wrote about the wild and concerning variances across different brand valuations.
Linking Wellness And Brand
April 21, 20153 min
According to a new study conducted by Edelman Wellness 360 in partnership with Edelman Berland, attitudes to health and well-being are changing with some ironic twists. Modern wellness goes beyond doctor’s visits, clinics, and gym memberships. A growing sense of mindfulness is bringing the mind and mind-body aspects of health into the norm, versus looking at health in terms of muscle and organ “mechanics”. What it means is: Well-being is no longer a health measure;...
4 Rules For Making Authentic Brand Claims
April 20, 20153 min
The debacle over the Rob Lowe DirecTV ads and the accuracy of their claims is a reminder of just how much pressure marketers are under to get cut-through. Thing is – where’s the cut off point? How do you decide whether the claims you’re making are justified and how do you know you have pushed the boat out too far? Putting aside the legal considerations (not my space), here are four simple rules to filter...
Should You Extend Your Brand Via Licensing?
April 17, 20153 min
Companies extend their brands via licensing for a variety of reasons. Licensing enables companies with brands that have high preference to unlock their brands’ latent value and satisfy pent-up demand. Through licensing, brand owners have the ability to enter new categories practically overnight, gaining them immediate brand presence on store shelves and often in the media. Let’s take a deeper look at the benefits that make licensing so attractive to brand owners.