Brands Must Know Their Reference Points
November 2, 20238 min
It’s hard to tell if something is good or bad unless we have something else to compare it to. A standard of comparison. A reference point.
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Brand Management - Page 5 of 152 - 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.
Declining Value Of Top Brands Benefits Disruptors
October 30, 20239 min
The Kantar BrandZ world’s most valuable brands report is out, and it’s sobering. The world’s top 100 most valuable global brands lost 20% of their value in 2023, and across the 13 vertical categories tracked, every one experienced a decline.
How Marketers Can Help CFOs Succeed
October 26, 20235 min
Ask a Chief Marketing Officer about the challenges they confront in their organizations and the relationship with the CFO is frequently near the top of the list. The same conversation with the Chief Financial Officer usually includes frustration with marketing. Such tension is normal, and if managed well (hello, CEO) can by healthy and productive for the organization.
8 Requirements Of A Brand Value Strategy
October 24, 20237 min
Here is a marketing truth: it does not matter if there is a recession or inflation: the best value wins. Value is a virtue. But, brand-businesses do not just wake up one day and have value. Brand-businesses must develop and implement a brand-business value strategy. Value is everything.
How Brands Can Counter Disruption With Empathy
October 19, 20238 min
There are moments when world events overtake brands. Moments when the macro forces in a scenarios workshop or the market risks that are bullet-pointed in a strategic plan become all too real. Moments that bring brands to a halt. Three such moments are imprinted on all of us: 9/11. 2008. 2020.