Creating A Relevant Differentiated Brand Promise
December 13, 20226 min
In its latest earnings call, Beyond Meat articulated a three-step turnaround plan.
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Brand Promise - Page 2 of 5 - Branding Strategy Insider
Promises matter to customers. If your brand doesn’t deliver what you promise to customers, in time, you won’t matter to them. This is true in every product category. This is true in all walks of life. More importantly, in our social media crazed world, vetting out broken brand promises made to consumers has instant ramifications to the credibility and trajectory of your brand’s perceived value.
Why All Brands Are Legally Vulnerable
June 23, 20226 min
Here is marketing’s greatest flaw: there is no legal definition of a brand. Everyone speaks about protecting their brands. But it is difficult to protect something when it is not a legal entity.
Learning From The Weaknesses In Streaming Brands
June 15, 20227 min
Streaming brands have become scavenger brands. Streaming brands are focused on scavenging for new subscribers with little focus on current customers. Scavenger brands survive by relentlessly seeking larger subscriber numbers to satisfy investors and analysts. Scavenger brands are the hunters and gatherers of the modern age.
Brand Promises And The OGSM Framework
February 1, 20223 min
To avoid a major strategic blunder, brand owners need to ensure the investments their company makes are focused on better enabling their brand promise to be realized. One of the most effective strategy design and deployment tools I have used (and recommend) is the OGSM (Objectives, Goals, Strategies, Measures) Framework. It is the process we used at P&G to manage our global business. It is also used by countless other companies and facilitated by innumerable...
3 Keys To Balancing Brand Promise And Delivery
January 10, 20207 min
We live in an exciting time where the scope of innovation and technological advances are so common, they’re not just anticipated, they’re expected. The rapid-fire pace at which we’re advancing products and services to make them smarter, more adaptable, and more automated is nothing short of amazing. What impact does this have on the brand promises that are being made?