Brand Growth Requires A Full-Funnel Approach
May 2, 20173 min
While attending the Los Angeles Digital Summit last month, I realized that most marketers obsess about lower-funnel metrics.
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Brand Growth - Page 13 of 17 - Branding Strategy Insider
Most of us would agree there are four ways to strategize for brand growth: increase the share you hold in the markets you are strong in; develop new products for those markets; extend your reach by finding new markets for your current brands; and develop new products that cater to new markets.
6 Keys For Driving Brand Portfolio Growth
January 30, 20174 min
The temptation for most businesses and indeed most brand managers is to look for growth right across their portfolios. But that’s far harder and far less effective than it sounds. The secret, it seems, is focus.
Three Reasons Not To Diversify Your Brand
November 7, 20163 min
There are certainly good times to consider diversifying your brand, but equally there are times when such a strategy should be avoided. Here are three situations when your brand shouldn’t go there.
5 Questions Brands Must Ask About Growth
August 8, 20165 min
Marketers talk about brands as vehicles for growth. But does that mean they should just keep growing – or is there a point when they reach critical mass?
Can Pokémon GO Drive Growth For Brands?
July 28, 20163 min
Unless you have young children, you probably hadn’t heard from Pokémon for a while, but that all changed with the buzz surrounding Pokémon GO, a mobile game that uses GPS to engage fans to play the game out in the real world.