Twenty years ago, Branding Strategy Insider began with a straightforward ambition: create a place where people serious about building brands could find thinking that made them better at it.
In its heyday, Target promised affordable, designer style for everyone. Anyone could afford stylish items that were ordinarily available only to those with money for conspicuous consumption. That Alessi teapot could be yours. Target democratized designer style.
There once was an upheaval at IBM; a David and Goliath moment. That was when personal computers, namely Apple, entered our landscape. The world became divided into Macs and IBM PC’s. The genericization of the Mac alternative led to a proliferation of non-IBM PC offerings from Dell, HP and others. IBM, the Goliath and “owner” of the PC, gave up. Eventually, IBM’s laptop division was sold to Lenovo. The IBM focus became mainframes and its...
One of the most difficult tasks for brand marketers is aligning an enterprise around a corporate Brand Purpose (North Star) and Brand Promise. Gaining adherents rather than mere acceptors is a difficult goal. Regions and local sectors tend to push back on global brand dictates, even if the centrally-sent statements ring true.
Companies think of website performance as a technical KPI. It’s something developers measure after launch and marketers glance at when Core Web Vitals reports come in.
