August 2020 - Page 3 of 3 - Branding Strategy Insider

Build Brands On Value Not Price

August 7, 20204 min

Levi Strauss, the 167-year-old blue jeans company, is fast-tracking its brand-business strategy to address our changing retail habits. The venerable brand has a great deal of incentive to do so, as many retail establishments are struggling or are facing Chapter 11 bankruptcy. Levi Strauss has several plans that focus on how we will be shopping from now on into the future. As with other retailers, coronavirus pandemic has accelerated the implementation of these strategies.

by Walker Smith

Brand Management

Brands Must Adapt To Smaller Consumer Worlds

August 6, 20202 min

Today’s marketplace is defined by fragmentation. This diversity of tastes, values, ideologies and lifestyles creates a complex operating environment for brands. The universal mass-market America, defined by a shared aspirational narrative has given way to a nation of Smaller Worlds. Today’s consumer is infinitely complex. Traditional means of segmenting consumers like age, income, gender and race are no longer sufficient. An exponentially fragmented consumer requires an equally complex strategic approach for businesses.

by Chris Wren

Brand Marketing

Brands Find New Ways To Communicate Value

August 5, 20203 min

As we get used to living with a global pandemic and the resulting economic fallout, brands and advertisers are changing the way they communicate with customers in our ‘new normal.’

by Richard Becker

Brand Management

The Most Powerful Brands Have Always Been Agile

August 4, 20203 min

Marketing and communication has a way of being reinvented over and over again, with each new and unapologetic rendition billed as a break from a seemingly blind and rigid tradition. Except they’re nothing of the sort. Despite keeping things feeling fresh, most reinvention is historical revisitation.

by Oshiya Savur

Brand Purpose

Building Leading Brands With Trust And Purpose

August 3, 20204 min

“Brand that I can trust” has been an attribute that brands have measured for a long time. Looking back, a decade ago, it was hardly a differentiator. Strangely, all mass competing brands would score high so we never spent too much on it. Why? I believe, back then, it meant something different – it meant reputation of the brand and acceptable product quality. In other words, is it a safe purchase or not? However, this...

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