Building Brand Connections In A Digital World
June 9, 20154 min
When brands think of digital or social as “media” they err when they approach consumers as they do with other types of media. This is the wrong point of departure.
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June 2015 - Page 4 of 5 - Branding Strategy Insider
Merging Brand Cultures
June 8, 20154 min
Branding Strategy Insider readers know, we regularly answer questions from marketing oriented leaders and professionals everywhere. Today we hear from Tom, a CEO in San Francisco, California who has this question about merging brand cultures…
Risks Rewards And Brand Extensions
June 5, 20152 min
What do you do if you’re one of the world’s most famous lighter companies and the number of smokers is dropping? If you’re Zippo, you look for ways to capitalize on your ‘cool’ image and extend your brand into products ranging from watches to leisure clothing.
The Wisdom Of Thinking Like A Temporary Brand
June 4, 20152 min
It is perhaps the ultimate exit strategy – a company with a closing date. This article in the NY Times talks about non profit organizations such as Malaria No More and Out2Play that have decided their work is done. They’re closing because they have accomplished what they set out to do.
Are Brands Pushing For Too Much Commitment?
June 3, 20151 min
As the big social media brands synergize and extend their offerings to make it more and more convenient to inhabit their brand of ego-system (hat-tip Brian Solis), when will it all become too much?