An increasing number of brand managers indicate that their brands operate in commodity categories. The Blake Project first began focusing on this area when we conducted a branding seminar in Dubai, United Arab Emirates, and was asked by several conference attendees who worked for different energy companies to help them think through how to differentiate their brands so that they could command a price premium.
We could argue at length about the influence that social media actually has on people’s thinking day to day, but there is mounting evidence to suggest that the conversations people are having over longer timeframes are reframing their attitudes to sectors at a macro level.
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 Javier, a VP of Marketing in Madrid, Spain who writes…
Alphabet, Google’s self-created holding company on Friday, has decided not to adopt the “Don’t Be Evil” clause in its code of conduct. It’s settling instead on the less distinctive and vague instruction for employees to “do the right thing” effectively choosing not to go down this path as a way of differentiating itself.
Recently, Al Ries took aim at McDonald’s decision to broaden their menu, saying that introducing more items had not worked as a strategy and would not do so into the future. His piece raised questions for me on the differences between diversification and adjacency.
