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July 2021 - Branding Strategy Insider

Creating New Markets And Barriers To Entry

Harvard’s Clayton Christensen is famed for several concepts in business such as disruptive innovation, Jobs to be Done, and organizing firm cultures around Resources, Processes, and Priorities. But one contribution of his has been broadly neglected, even if the seminal 2001 article which produced it also made popular the phrase “skate to where the puck will be.” It’s the concept of how cycles of business ecosystem integration and modularity spawn new market opportunities.

The Key Role Of Positioning Strategy

If understanding the market is about understanding yourself to set your business strategy while also understanding your customers and their needs and wants, then positioning is about what you do to make those two things meet up. The purpose of positioning is to help buyers to quickly understand your offering, so when they are searching for solutions to buy, they can identify why your brand is relevant for the job they are trying to get...

The Drivers Of Leading Brands

Years ago, I worked for Hills Bros coffee. We were the #3 brand having a tough time competing against the market leaders (Folgers and Maxwell House), struggling in many markets to keep our product in distribution. But we had one market, Chicago, where we were runaway market leaders with 4x the share of anyone else. In that market, nothing that Folgers or Maxwell House tried to do succeeded in dislodging us.

The Closing Gap Between B2B And B2C Marketing

A study carried out in 2019 by marketing and advertising effectiveness researchers Les Binet and Peter Field for LinkedIn’s B2B Institute called 5 Principles of Growth in B2B Marketing, found that some of the key rules for effectiveness in B2C marketing also apply to B2B. It concluded that five practices in particular – routine to B2C marketers – are also common to the most effective B2B marketing case studies while hardly being utilized by most...

5 Drivers For Creating Brand Insistence

We believe that the ultimate goal of brand equity building is to move the consumer from brand awareness to brand insistence. Brand insistence is reserved for those brands that have been carefully designed to posses these characteristics: relevant differentiated benefits for their target customers, ability to build strong emotional connections, have a high degree of awareness, are perceived to deliver deep value for the price and are easily accessible.

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