Managing Product Portfolios
August 19, 20204 min
Would you like to own a billion-dollar business? The answer depends on who you are and what else you’re doing with your time and money.
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August 2020 - Page 2 of 3 - Branding Strategy Insider
Why Brand Image Overrules Brand Quality
August 18, 20204 min
Tesla had a fourth quarter of profitability. And, although some analysts question the quality of the profitability, these numbers are quite a coup. However, there are some other numbers that are not so wonderful.
Restoring Brand Relevance: Nestlé Nespresso
August 12, 20208 min
There is a very interesting story in The Guardian about Nespresso, Nestlé’s espresso machine with its colorful, elegant foil coffee capsules. The article tracks Nespresso’s history from its innovative origins to its current situation that is described as “trundling on” without the sophisticated swagger of its early days. The author wonders whether the Nespresso’s brand-business can survive, even though the brand is deemed eco-cool and built on snob appeal.
Brands Must Amplify Simplicity To Be Heard
August 11, 20202 min
The modern digital age exposes consumers to unprecedented levels of information, with much of it coming from brands and businesses. In 1980, 25 years before the advent of the smartphone, Americans were exposed to the equivalent of 10 gigabytes of data per day. 28 years later, in 2008, the human hard drive processed 34 gigs of daily data. Today, Americans absorb roughly 74 gigabytes of information every single day, the equivalent of nine DVDs worth...
Why Price And Quality Are Weaker Differentiators
August 10, 20203 min
Value is comprised of four key elements: price, quality, service and convenience. Getting value from a product or service has traditionally meant some level of compromise. If I want the lowest price, I sacrifice quality. If I want the most convenient option, I need to pay a bit more. However, the modern consumer—equipped with more options, tools and resources than any consumer before—has grown accustomed to a marketplace that assures them they don’t have to...