June 2020 - Page 3 of 4 - Branding Strategy Insider

Brands Now Thrive As Platforms Not Products

June 15, 20203 min

It is no longer enough simply to have a product or service — that’s just game stakes — you have to have a YouTube (or other video) presence, pop-in store, TV show, video game, music downloads, memes, print content (book, zine, oversize, lookbook, catalog), a festival, Virtual Reality, an airplane — in addition to the website or APP, the outdoor, Influencers (if you have them), conferences, tshirts, posters, water bottles, CRM, social content and other...

by Patrick Hanlon

Business Strategy

Brandless Demise Reveals How Brands Succeed

June 11, 20203 min

From its beginning, Brandless was a contrarian naysayer. The company held fast to the notion that in the sea of consumables, brands do not matter but fungible products do. All things being equal, all things are essentially the same things, only different. Generic. Generally the same. Brandless.

by Dr. Derrick Daye

Branding: Just Ask...

Brand Maturity Measurement

June 10, 20203 min

Branding Strategy Insider helps marketing oriented leaders and professionals like you define and grow brand value. BSI readers know, we regularly answer questions from marketing oriented leaders and professionals everywhere. Today we hear from Dan, a Chief Marketing Officer in Chicago, Illinois who asks this question about brand maturity models.

by Patrick Hanlon

Business Strategy

How To Counter Direct-To-Consumer Threats

June 9, 20206 min

Since 2015, the string of veteran retailers like Diesel, Gymboree, Rockport, Brookstone, Payless and others that have filed for bankruptcy, or folded into the sunset, has become a grim infographic.

by Chris Wren

Brand Management

Are You Building A Brand Of Contradictions?

June 8, 20204 min

As brands continue to try and navigate a world of awakening and change, its clear they are on a learning journey. With plenty of opportunities to learn, from women’s rights, climate change, homelessness, immigration, and now racial equality. It’s impossible to be against any of these issues. So why do brands feel the need to state the obvious?

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