Building Connected Customer Relationships
February 26, 20205 min
The following will systematically assist you in building connected customer relationships. There are three parts.
NEW THINKING
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February 2020 - Branding Strategy Insider
4 Strategies For A Connected Customer Journey
February 25, 20204 min
When we ask managers to list the drivers of willingness-to-pay of their customers, their main focus is usually on tangible and intangible aspects of their products or services, such as quality attributes and brand. Obviously, these are important factors, but the willingness-to-pay of a customer can be influenced by a much broader set of drivers.
8 Types Of Brand Extension
February 24, 20202 min
In a study of more than 300 brand extensions it was determined, and now widely accepted that there are eight types, each with its own unique leverage.
New Standards For Brand Valuation And Evaluation
February 21, 20203 min
Brands are inarguably among the largest assets a company owns, but they are difficult to value accurately.
National Geographic: From Reverence To Relevance
February 20, 20203 min
Recently I spoke with Tammy Abraham, Vice President, Corporate Partnerships for National Geographic, who provided extensive insight into the National Geographic Brand. Tammy reveals NatGeo took an enormous leap from reverence to relevance over the last ten years, evolving from a magazine to a multi-channel publisher.