November 2024 - Page 2 of 2 - Branding Strategy Insider

Why Your Brand May Suffer Commodity Status

November 18, 20246 min

In 2018, Harvard Business Review included an article on its website titled, “ When It’s Smart to Copy Your Competitor’s Brand Promise”. The authors were assistant professors of marketing at prestigious business schools. The thesis of the study was that it is just fine to copy your competitor’s brand. The authors did not seem to know the basics of brand building. They applauded the copying of features and benefits to build successful brands. What they...

by Robert Wheatley

Brand Management

How Brands Can Counter Consumer Uncertainty

November 14, 20246 min

What trails consumer decisions like an ever-present shadow and has profound influence on the path to purchase? Fear and risk aversion. Fear is a pervasive if unwanted participant in brand growth outcomes, one that requires a closer look. How does fear manifest?

by Dr. Derrick Daye

Brand Management

Start Your Marketing Job Search Here

November 13, 20243 min

Navigating the competitive job market can be challenging, especially in the fast-evolving world of branding and marketing. For those seeking an edge, Branding Strategy Insider + Jennie Johnson provides AI-powered career coaching that supports you through every phase of your job search—from discovering the perfect roles to nailing the interview. With insights tailored specifically for today’s marketing industry job market, our advanced search tools help you make a mark in the four ways it matters...

by Joan Kiddon

Brand Strategy

The Trust Power Strategy Behind Leading Brands

November 12, 20249 min

Trust is an important ingredient in our daily lives. We trust the advice of total strangers online when making decisions about restaurants and hotels. We trust the opinions of social media influencers. We trust that the brands we use will do what they say they will do. As trust in institutions, experts and leaders declines, brands have an enormous opportunity to become the most trust-powered sources of relevant and differentiated promises.

by Joan Kiddon

Brand Strategy

Revitalizing The Celestial Seasonings Brand

November 5, 20247 min

If you are a person of a certain age, you remember that a food revolution took hold in the late 1960’s. Put aside the visions of bell-bottom jeans, sandals, intentional communities, patchouli, macramé, jugs of California wine, beads, peace, love, rock n’ roll, and the 1969 NY Mets. Think brown rice, tofu, beans, seaweed, herbs, tahini, hummus, alfalfa sprouts, tempeh, miso, nut loaf, lentils, sesame and sunflower seeds.

Newer Posts

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April 21, 2026When Brands Market To Algorithms, Not People

April 20, 2026Why Logo Management Is Not Brand Management