Strong, enduring brands are built upon a rigorous understanding of themselves, their customers and the competitive marketing context. The following brand development strategy is one that I’ve used across different categories and industries with great success. It offers a process for going deep into each of these three areas. In this process you progress through three distinct phases of understanding to get your team to a more refined level of inspiration, collaboration and action that...
Walt Disney’s initial experience and expertise was in making cartoons, and although he created Disneyland, he was not trained as a theme park designer, social architect, or civil engineer. But he was a creative visionary, a soulful leader, and dreamer who challenged his teams to stretch towards new forms of entertainment, creating in the process an entertainment brand unlike anything the world had ever seen.
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 Alisa, a Brand Planner in London, England who asks this on brand development…
With the dawn of the Age of Intellectual Capital during the mid 1990’s, came the realization that a majority of the value of a modern enterprise can be located in the intangible assets and not in the traditional tangible assets such as real estate, plant, equipment, inventory, cash, and the like.
What often passes for leadership wisdom in the corporate world today is a list of management techniques over leadership substance. However, brand leadership is linked to organizational leadership, which is linked to individual character that has substance. There are four qualities of individual leadership that are commonly absent from current discussions about corporate or brand leadership. These qualities are individual: self-awareness, ingenuity, love and heroism.
