February 2022 - Page 3 of 3 - Branding Strategy Insider

Meta Needs Brand Basics To Win

February 8, 20225 min

Reading the transcript from Meta’s February 2, 2022 Earnings Call, one can understand why analysts shivered with negativity and why investors shed the enterprise’s stock. The press describes the Earnings Call as a “gloomy” prediction for the upcoming year. Meta indicated less profit, more, stronger, creative competition, Apple’s privacy changes, a slowdown in Meta’s social media platforms and a lot of costly investment behind metaverse R&D. Plus, as Barron’s, Financial Times and Kara Swisher in...

by Paul Bailey

Brand Management

How Over-Confidence Kills Creativity

February 7, 20222 min

Creativity is growth. Creativity is play. Creativity is a new way to think about something.

by Ranjay Gulati

Brand Purpose

Measuring The Business Outcomes Of Purpose

February 3, 20222 min

One of the most sophisticated methods I’ve encountered for measuring end-state outcomes linked to purpose was at the EY organization (leave it to the accountants to lead in this area). Defining their purpose as “building a better working world,” the company linked it to an “ambition,” the provision of “long-term value as the world’s most trusted, distinctive, professional services organization.” This emphasis on long-term value is critical, highlighting one of the most important features of...

by Ed Burghard

Brand Promise

Brand Promises And The OGSM Framework

February 1, 20223 min

To avoid a major strategic blunder, brand owners need to ensure the investments their company makes are focused on better enabling their brand promise to be realized. One of the most effective strategy design and deployment tools I have used (and recommend) is the OGSM (Objectives, Goals, Strategies, Measures) Framework. It is the process we used at P&G to manage our global business. It is also used by countless other companies and facilitated by innumerable...

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February 2022 - Page 3 of 3 - Branding Strategy Insider

Meta Needs Brand Basics To Win

How Over-Confidence Kills Creativity

Measuring The Business Outcomes Of Purpose

Brand Promises And The OGSM Framework

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