Everything your brand does happens within a context. You can’t ignore that, nor should you. But here’s the irony – if you allow that wider context to drive how you manage your brand, then you risk losing control because the course you are steering is no longer yours.
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from executives and marketers everywhere. Today we hear from Marcel, a VP of Marketing in Paris, France who asks this about bringing the brand promise to life…
Ideas for brand innovation can come from anywhere. More and more leading brands are finding ways to layer and integrate the right features, functions and benefits to appeal to the widest possible audience.
Successful brands have a story that connects them with their audience and that forms the backbone of their strategy. But if you’ve been around a while, the story that your loyal customers know is not yet shared by those who are new to the brand. Here are 4 ways to connect your longer story to those who don’t know it as well.
In sports the sweet spot is that one special place on a baseball bat, golf club or tennis racket that drives the ball farther or faster with less effort than when it is hit any where else. In the marketing world there are campaign sweet spots too. And when your campaign idea strikes resonant emotional chords with your target consumer’s internal sweet spot then outsized profit and market share gains occur.
