The Difference Between Brand Image And Identity
March 24, 20226 min
Image and identity are not the same and require different strategies to address problems.
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March 2022 - Page 2 of 5 - Branding Strategy Insider
Activating Brand Purpose Through Movement Thinking
March 23, 20223 min
How do you activate a brand’s purpose? By sparking a movement. That’s how REI took its brand purpose of ‘awakening a lifelong love of the outdoors for all’ and grew it into a cause that is working to better both people’s wellbeing and the planet.
Targeting The Luxury Consumer
March 22, 20225 min
A luxury brand is a complex platform that conveys messages about quality, lineage, status, and taste. It often encompasses a set of visual icons, such as a distinctive logo, monograms, patterns and images. A good example is Bottega Veneta, whose leather goods display no visible symbols or logo, but are instead recognized by the weaved leather pattern of their products.
Why Accountability Is The Ultimate Business Priority
March 21, 20226 min
For several years, the business press and business books have promoted the idea of resilience. The notion of a resilient enterprise or a resilient brand has been bandied about one of the goals of business management and leadership. Resilience is now beyond a buzzword: it is a critical and desired characteristic.
Creating Products That Defy Conventional Categories
March 18, 20223 min
Market disruptions happen when a brand refuses to play by the category rules. Netflix destroyed the video rental business. Uber threatens to do the same to the taxi industry. Books that are available in online form redefine how we acquire knowledge.