Rebranding is one of the most difficult brand strategies to pull off successfully. Many try, many fail. To help marketers better understand when a rebrand is prudent, we asked the Branding Strategy Insider team to share their views.
There are brands that consumers trust and there are brands that consumers love.
In The New Marketing Manifesto, John Grant says “Authenticity is the benchmark against which all brands are judged.” Authenticity is about being true to oneself; radiating a genuine quality.
Visually, you can only see what’s in front of your eyes, but auditory sensations can come from above, below, behind and all sides. Today, with multiple screens competing for the focus of their audience’s eyes, brand marketers need new ways to stand out.
We’re all too familiar with the old Wanamaker adage: ‘Half the money I spend on advertising is wasted; the trouble is I don’t know which half’. It no longer has to be that way.
