Any brand manager worth their salt is looking to cultivate and manage a brand that is noticed and valued. But how far should a brand go in that quest for distinctiveness? Interestingly, the answer doesn’t just come down to taste.
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 Kim, a VP of Marketing in Chicago, Illinois who asks this on brands, persuasion and authenticity…
As important as making a unique and compelling brand promise is keeping that promise. It’s that simple. That’s where inside out branding comes in. The process of activating the brand promise with the help of an organizations’ greatest asset – its people.
Strong, enduring brands are built upon a rigorous understanding of themselves, their customers and the competitive marketing context. The following brand development strategy is one that I’ve used across different categories and industries with great success. It offers a process for going deep into each of these three areas. In this process you progress through three distinct phases of understanding to get your team to a more refined level of inspiration, collaboration and action that...
“The first step for a brand change leader is to free up resources that are committed to maintaining things that no longer contribute to brand performance and no longer produce results. Maintaining yesterday is always difficult, extremely time-consuming and risky.
