December 2023 - Branding Strategy Insider

The Difference Between Purpose And Value Proposition

December 27, 20236 min

Brand “purpose” has been all the rage in recent years. The notion of brand purpose rests on the assumption that a brand, product, or company should stand for something more important than just the functional benefits it delivers. A purpose is the reason a product or company exists and what it stands for beyond the usual business goals and objectives, such as making a profit. It is a noble statement of how the product or...

by Pamela Danziger

Brand Management

Brand Reputation Recovery Requires Action

December 20, 20236 min

Hollywood’s A-listers flocked to Balenciaga’s Fall 2024 fashion show earlier this month in Los Angeles, its first in the city. It was held on South Windsor Street with the iconic Hollywood sign in the background.

by Larry Light

Brand Essence

The Perils Of Brand Essence Mismanagement

December 19, 20236 min

Let’s talk about “Brand Essence.” Brand Essence derives from a brand-business’ Brand Promise. To be relevantly differentiated, every brand-business must have a Brand Promise. Brand Promise defines the relevant, differentiating, trustworthy expected brand experience the brand-business will deliver time after time. Brand Promise describes what a brand is intended to stand for in the mind of a specific group of customers.

by Jean-Manuel Izaret

Brand Value & Pricing

4 Pricing Strategies For Competitive Advantage

December 18, 20233 min

Business leaders often confuse pricing methods with pricing strategies, so it is important for us to distinguish sharply between the two. Pricing methods yield a price number as a finite output. These outputs can vary significantly, depending on the information sources used.