October 2024 - Page 2 of 4 - Branding Strategy Insider

Trust Failures Infect Successful Brand Building

October 24, 20247 min

Now more than ever, earning consumer trust is paramount to the growth and development of your business. You can’t claim it. You can’t invoke it. Trust is only earned through credible, verifiable behaviors and openness. We believe this is sufficiently important that it deserves a unique discipline in the marketing eco-system we’re calling “Trust-ology.” Emerging trend: the world around us keeps supplying consumers with reasons to be skeptical, wary and thus more susceptible to perceiving...

by Joan Kiddon

Brand Management

How Flawed Pricing Strategy Creates New Competition

October 23, 20248 min

Just recently, The Wall Street Journal featured three articles about grocery prices. Apparently, Nestlé, maker of Kit Kat and Purina, is offering discount promotions to lure disgruntled shoppers back to its portfolio of products. Along with this news, it seems as if the FTC is just waking up to the fact that marketers tend to use store checks and other information-acquiring activities to competitively adjust prices. And, P&G, maker of Tide, Crest, Swiffer and more,...

by Robert Wheatley

Brand Purpose

Achieving Marketing Objectives Through Behavior Change

October 17, 20244 min

Your ultimate marketing goal is behavior change — for the simple reason that nothing matters unless it results in a shift in consumer actions. This might seem obvious but more often than not, marketing objectives are seldom cast in terms of behavioral modification. Said another way, if the objective of your strategy is X then consumers will need to do Y and Z. Once you are clear on actions the consumer must take, the rest...

by Joan Kiddon

Brand Strategy

Snickers Brand Strategy: Then And Now

October 16, 20249 min

Brand management is not a theoretical, academic or ad agency construct. Brand management takes disciplined minds and strategic work. Brand management takes adherence to principles. Brand management takes both analytic and lateral thinking.

by Mark Abraham

Brand Management

The 70:20:10 Rule For Agile Personalization

October 15, 20246 min

Looking at the most successful AI transformations of the past decade, we have observed a common thread: what we call the 70/20/10 rule. Seventy percent of the effort involves people: processes, ways of working, incentives, and performance targets. Twenty percent entails getting the data right. The remaining ten percent is about the technology foundation. This empirical finding comes from reviewing the level of resources we and our clients have deployed across hundreds of digital transformations....

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