How Financial Engineering Destroys Brand Value
May 27, 20266 min
Claire’s, the tween accessory retailer, is in turnaround mode. Again. Claire’s is hoping to pierce the boredom barrier among its target audience of not-yet-teenage girls.
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Brand Management - Branding Strategy Insider
While “brand management” and “marketing” are often treated as synonyms, there is an important distinction between the two terms. Brand management has, for many, been historically focused on identity management but is now much more concerned with the active management of the market value and competitive strength of a brand as an (intangible) company asset. Marketing focuses on the activities associated with the promotion and distribution of products and services.
Why Checkout Abandonment Is A Brand Problem
May 14, 20264 min
The standard diagnosis of checkout abandonment treats it as an engineering challenge. Forms are too long. Payment methods are missing. The mobile experience is too slow. Fix the mechanics, recover the revenue.
My mother had many opinions on many issues. As a female lawyer in the 1950s, she expressed these opinions assertively. Although not a cook, she opined that a complete kitchen needed Pyrex baking pans and a set of CorningWare casserole dishes.
It appears that Wall Street is disgruntled with Nike’s inability to perform according to its long-time mantra: Just Do It. The Nike brand turnaround is apparently taking too long for those who desire immediate financial reward: Just Do It Now.
The Distinction Between Brand Power And Brand Greatness
April 13, 20267 min
As we approach America’s 250th birthday, our celebrations reflect on the greatness of our country. Inherent in our celebrations is the belief that America is a great land. America is a great brand. As Americans, we are owners of brand America.