Brand Innovation: 5 Rules For Failure
November 8, 20177 min
Vinko Bogataj doesn’t usually come to mind when savvy marketers think of influential business lessons. In fact, most of us don’t even know his name.
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November 2017 - Page 4 of 4 - Branding Strategy Insider
Using Glamour To Build Brands
November 7, 20174 min
For many of us, glamour is embodied by timeless icons such as Jacquie O., Marilyn Monroe, Grace Kelly or Cary Grant. Certain brands and products also became synonymous with these icon’s glamour: Rayban’s wayfarer, James Bond’s Aston Martin and Hermes’s Kelly bag.
Long Term Thinking Drives Brand Competitiveness
November 6, 20176 min
There’s a lot of talk about building brands from the inside-out. But is the time needed to build such a high-performing culture at odds with the demands of quarter-by-quarter performance appraisal?
Brands Must Accept The Fate Of The TV Spot
November 3, 20174 min
I keep thinking that its imminent. Could this be the year we move on from broadcast’s domination of the advertising psyche?
Brand Awareness vs. Purchase Funnel Awareness
November 2, 20172 min
Over 100 years ago, E. St. Elmo Lewis developed a model which mapped a theoretical customer journey from the moment a brand or product attracts consumer attention to the point of action or purchase.