A Warning To Brands Defined As Product Categories
August 24, 20154 min
When I was named director of brand management and marketing at Hallmark, most of the company’s leadership team viewed the company as a greeting card manufacturing company.
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August 2015 - Page 2 of 5 - Branding Strategy Insider
How Leading Brands Should Respond To Attacks
August 21, 20153 min
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 John, a VP of Marketing in Dallas, Texas who brings us this brand storytelling question…
Taking A Brand Beyond Commodity Status
August 20, 20154 min
If you’re a marketer, commodity status is a bad thing for your brands. It indicates that your product or service is undifferentiated, that it rises and falls with the market and that it carries no inherent value beyond that. That’s fine when things are going well, and supply cannot keep pace with demand – it’s not so good when the dynamics are reversed. Here I explain how and why perceived brand value degrades to commodity...
Brands Face A Rising Threat From Ad Avoidance
August 19, 20154 min
The story of marketing communications is a cat and mouse game between two opposing forces.
A Marketer’s Guide To Trademark Protection
August 18, 20153 min
Trademarks, like brands, build strength over time. The test for trademark infringement is “confusing similarity.” Put another way, if the average consumer believes both products to have come from the same source, there is infringement.