Brand Research - Page 2 of 11 - Branding Strategy Insider

How Market Segmentation Leads To Competitive Advantage

October 24, 20223 min

Walgreen’s’ CFO told The Wall Street Journal that the pharmacy’s almost two-year focus on Covid-19 was at the expense of its established customer base. While selling hand sanitizer rubbing alcohol, masks and dispensing vaccinations, Walgreen’s lost relevance with its core customers’ other needs. Walgreens’ is clearly unhappy about this situation. Now that the urgency of coronavirus has abated, Walgreen’s is planning a marketing surge to regain its lost customers and convert vaccination-only people into “permanent”...

by Michael Solomon

Brand Research

Consumption Constellations Reveal Why Customers Buy

March 17, 20227 min

There are a lot of brand building opportunities that await marketers if we allow ourselves to consider other possibilities. To illustrate the advantages of a broader perspective, let’s take a little quiz (indulge me): What do white wine, Brie cheese, a squash racket, a Brooks Brothers suit, fresh pesto, a Rolex and a BMW have in common?

by Steve Wunker

Brand Research

Measuring Emotional Jobs To Be Done

February 11, 20207 min

The modern Mini Cooper—offered in a variety of eye-popping colors—burst onto the scene in 2001 as a chic version of an old British classic. It quickly became a fixture in trendy urban neighborhoods around the globe. Today, nearly twenty years later, the car still hasn’t lost its freshness: demand for Minis has remained robust with annual sales increasing at a steady pace of 5.2% per year.