How Brands Build Consumer Confidence In Uncertain Times
March 26, 20253 min
In uncertain times, a promise is not enough.
NEW THINKING
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Brand Management - Page 12 of 176 - 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.
How To Build Quality-Focused Businesses And Brands
March 25, 20257 min
The possibility exists that U.S. food manufacturers will need to eliminate food colors from their offerings. If this happens, products may not look or taste the same relative to customer expectations. What if Cheetos no longer have Yellow (6) food coloring? What if Blue Mountain Dew no longer has Blue (1) and Red (40)? How will this potential Federal ruling affect the quality perceptions of these (and many, many other) brands?
Why Marketing Is About Wants, Not Needs
March 24, 20256 min
From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly—yet often overlooked. So, this year, I want to share some snippets for your consideration. I hope they’re helpful. This week’s thought: Marketing is about wants, not needs.
Brands Are Anchors In Times Of Uncertainty
March 18, 20254 min
In 2000, political scientist Robert Putnam lamented the growing social isolation and loss of social capital in American society. In his book Bowling Alone: The Collapse and Revival of American Community, Putman documented the declining participation in civic, religious, sports, volunteer, and fraternal organizations, among others. Associated with this decline is a loss of the social relationships that create a sense of shared values and common purpose.
How Leading Brands Create The Best Value For The Price
March 12, 20255 min
Creating, promising and delivering value is a marketing imperative. Every brand should aim to be the best value for its customers and prospective customers. One of the most dangerous elements of modern marketing is the definition of value as merely low price. Somewhere along the way, being a “good-value” brand became synonymous with being the lowest price brand. Value is not merely about low price. Value and low price are not the same. Value is...