A Product Is A Product. Marketing Is Culture.
July 1, 20244 min
Three shifts are underway and impacting marketing. How will they affect you?
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Brand Management - Page 21 of 175 - 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.
Marketing And The Paradox Of The Next Big Thing
June 27, 20244 min
The best thing about marketing is also the biggest challenge facing marketers: the next big thing.
Why Most Brands Are Not Built For Politics
June 24, 202416 min
Are politics good for brands? Politics come in different flavors for brands. Contributing to community organizations and lobbying for business-friendly policies are relatively uncontroversial.
Achieving Global Brand Success
June 3, 20244 min
For a brand to succeed internationally, it usually needs to tailor its product and communications to local markets. If you browse the top ten programs on Netflix by country, you’ll see little overlap between the most popular content in the US and India, for example. Netflix excels at providing high-quality content and a great user experience, but the content it promotes varies by market.
How Brands Can Prepare For Population Decline
May 30, 202410 min
Recent data show that US fertility rates are dropping. US women are giving birth “at record low rates,” according to the CDC. Demographers’ current concern is the “replacement rate.” Replacement rate is the total fertility rate at which women give birth to enough babies to sustain population levels – that is, replace a generation. Replacement rate assumes that death rates remain constant and net migration is zero.