Differentiating Brands With Generosity, Surprise, And Delight
October 28, 20253 min
For decades marketers have found certain stages in a person’s life where they are more susceptible to messaging and marketing.
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Brand Management - Page 8 of 178 - 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.
Enduring Brands Thrive On Purpose, Promise, And Profitability
October 27, 20258 min
For some serious insight into the challenges facing grocery packaged goods, the Barron’s recent interview with Robert Moskow is an important read. One of the points made in the interview is that packaged goods’ focus on competing with own-label grocery brands seems to push a lot of buttons, except for innovation. Packaged goods seem to be fighting fights of the past rather than focusing on the future, in which packaged goods brands can win. Packaged...
Brand Strategy For Accelerated Uncertainty
October 15, 20256 min
Consumer anxiety has been building over the last two years, and it changes the face of optimal marketing and communications strategy. Rampant uncertainty is being nourished by upheaval over what the future looks like, impacting the chemistry of what people want (greater control) while the rules of culture-informed behavior and expectations around them relentlessly shift.
How Brand Management Revived The University Of Miami Business School
October 13, 20257 min
Bloomberg BusinessWeek’s report on business schools’ ratings has just appeared. As expected, the big, elite business schools are holding the top ranks. Review the list of the top ten business school brands and aside from prestige and location, what is it that relevantly differentiates these business schools? Not every business school, even the top-ranking schools, has relevantly differentiated their brand purpose, brand promise, and brand values. Brands of business schools need proper brand management as...
Brand Revitalization: A Nissan Imperative
October 6, 20254 min
Despite all the talk about AI and the transformation of business, it remains that many brand businesses still wind up in financial distress, in the equity emergency room, repeating the same tendencies that lead to trouble. New is old when it comes to brand mismanagement.