Building The Optimal Marketing Budget
September 9, 20153 min
There are two ways to come up with a marketing budget. There is the foolish way and there is the strategic way.
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September 2015 - Page 4 of 5 - Branding Strategy Insider
Power Lies In Changing The Brand Context
September 8, 20154 min
Recently at New Zealand Fashion Week, models walked the runway in lingerie and the crowd went wild. It was a world first. Not because the show was radical – but because the underwear was from a start-up brand named Confitex and it was specifically designed for people with incontinence.
Consider This Research Before Product Bundling
September 7, 20153 min
Which strategy works the best—a narrow, specialized positioning where a product focuses on one feature or an all-in-one solution where products offer a range of features? Turns out that bundling more features into a product does not automatically increase perceived value and often less is, in fact, more.
Brand Guide To Mergers And Acquisitions
September 4, 20154 min
From a brand perspective this guide is intended to help you think through the key decisions that will drive the outcomes of your merger or acquisition.
When Startups Should Invest In Branding
September 3, 20153 min
We regularly answer questions from marketers on Branding Strategy Insider. Today we hear from Debbie, an entrepreneur in Brisbane, Australia who writes… We’re a B2C startup looking to make an impact in our national, and potentially regional, markets. We know we need a strong brand but with so many things to think about, how do we responsibly allocate our resources knowing that every dollar we spend on our brand means one less dollar we can spend...