Marketers Face The Paradox Of Quality
April 30, 20244 min
The paradox of quality is that the better our products get, the more they are alike.
Home2024
April 2024 - Branding Strategy Insider
Four Measures Of Brand Progress
April 29, 20242 min
Measuring brand progress allows a marketer to gauge how well the brand strategy is working, the impact marketing activity is having, and to keep an eye on the competition.
Lovesac: A Home Furnishings Retail Disruptor
April 25, 20247 min
As the furniture industry reels from a dramatic drop in consumer demand, Lovesac overcame market headwinds to report 7.5% growth in revenue in fiscal year 2024, reaching $700 million from $651 million the previous year.
Financial Engineering: Some Brands Live, Others Die
April 24, 20247 min
Brands do not always survive financial engineering. Sears is an example. Bed Bath & Beyond is another. Toys R’Us is still struggling after a bankruptcy and collapse. Quiznos survived bankruptcy but is a small shadow of its former self.
Planning For Brand Expansion
April 23, 20243 min
The growth of any brand will plateau if it is successful with its initial product range in its region of origin. Further growth must come from expanding the product range, extending geographically, or both. Before scaling your brand, the business fundamentals need to be in place. Investors seem keen to fund technology-based brands even if they have never made a profit, but this isn’t wise. According to Cyrine Ben-Hafaïedh and Anaïs Hamelin (2022), profit-focused brands...