Building A Competitive Advantage
January 15, 20245 min
Strategy is “Future Competitive Advantage”. This definition works both at the level of the firm and at the level of the individual.
NEW THINKING
Home2024
January 2024 - Page 3 of 3 - Branding Strategy Insider
The Impact Of A Brand Architecture Policy
January 11, 20246 min
One overlooked area in brand-business learning is the necessity for creating and implementing a brand-business architecture policy. Why is a brand-business architecture policy necessary?
How L’eggs Package-First Strategy Created An Iconic Brand
January 4, 20243 min
As designers and marketers, not to mention consumers ourselves, we admire great product packaging, but it’s almost always an afterthought to a great product. How often do you see a whole brand developed around the package first? L’eggs (Hanes) is one of these rare birds. Its 1970s marketing and merchandising strategy is still celebrated as one of the most innovative campaigns in the history of consumer goods, and its iconic egg package is now on...
7 Keys To Brand Evolution In A Changing World
January 3, 20246 min
There were brand-businesses that did not survive in 2023. Bed, Bath & Beyond, Rite Aid, SmileDirectClub, Lordstown Motors to name a few. There are several reasons for the demise of these brand-businesses. However, there are evergreen principles for building and maintaining powerful brand-businesses. Here are seven keys for evolving in a changing world.
5 Keys To Memorable Marketing
January 2, 202410 min
Soon after you arrive at work, you have a meeting in the boardroom with potential clients. When you enter, the room is full. Your boss is struggling valiantly to load up the slides. So, to fill the time, you introduce yourself to everyone there, vigorously shaking hands and making small talk. When you introduce yourself to the final client, she reminds you that you’ve met before. Twice. You splutter an apology. You shouldn’t feel embarrassed...