July 2023 - Branding Strategy Insider

Building Brands On Consumer Belonging And Identity

July 31, 20236 min

We live in The Age of I. Banana Republic wants to leverage this phenomenon. The Age of I refers to the tension between two strong human desires: the need to belong (inclusivity) and the need to have a unique identity (individualism). It is an overarching paradox that drives attitudes and behaviors. People want to be seen and respected as individuals with special characteristics. But, people also want to belong to something bigger: a community, a...

by Derrick Daye

Brand Positioning

The Fundamentals Of Brand Positioning

July 27, 20235 min

Brand positioning is a vital marketing strategy that aims to create a distinct place for a product or service in the minds of consumers. In 1969, Jack Trout and his partner, Al Ries, introduced the now highly valued concept of positioning in the paper “Positioning Is A Game People Play In Today’s Me-Too Market Place.” This became the genesis of their ground-breaking first book, Positioning: The Battle for Your Mind. Positioning quickly grew into one...

by Patrick Hanlon

Brand Archetypes

Brand Advantage: Become Your Own Archetype

July 25, 20235 min

It has become standard for marketing and communications pros to spin psychologist Carl Jung’s wheel of archetypes, hoping to land on an appropriate story model for their brand. That’s great. But here’s how to level up — the real marketing objective should be to become your own archetype, right?

by David Stewart

Brand Growth

How Marketing And Sales Can Work Together

July 24, 20234 min

Two functions in the firm are customer-facing and responsible for revenue generation: sales and marketing. Despite this shared perspective and common objective, in many organizations, there is tension between the marketing organization and the sales organization. In some cases, this tension may be healthy, but in other cases it is dysfunctional. The role of senior management is to manage this tension and ensure that it works to the advantage of the firm. Managing this organizational...

by Derrick Daye

Brand Education

Branding Education Courses

July 20, 20234 min

With somber accuracy Futurist Alvin Toffler once predicted; “The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn, and relearn.” Who among us represents today’s illiterate? At the present pace of change, certainly, more marketers than we can imagine. We are either part of the old or part of the new.

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