Brands personify organizations and their products and services. Why is this important? Because only people (or personified brands) can connect emotionally with people.
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Brad VanAuken The Blake Project, Author at Branding Strategy Insider - Page 3 of 84
While the marketing department should have the skill sets necessary to create the brand’s identity, communicate its promise, increase its awareness and generally promote the brand, it takes the entire organization to consistently deliver on the brand’s promise.
Why do some marketers fail to get the marketing budgets they need? There are at least twelve reasons. Are any standing in your way?
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Teresa, a VP of Marketing in Seattle, Washington who brings us this brand architecture question…
To become a “category of one” brand is the holy grail of branding. What does it mean to become a “category of one” brand? It means that no other brand is even in the same category as your brand. Your brand has created a new category – one that matters to people.