Reviving Toys “R” Us With A Combination Branding Strategy
July 28, 20225 min
Guess what? The iconic world of Geoffrey the Giraffe, Toys “R” Us, is back.
NEW THINKING
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Brand Strategy - Page 16 of 65 - Branding Strategy Insider
By definition brand strategy begins with the notion that you can differentiate a commodity. From there brand strategy manifests as a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive context.
How Organizations Can Embrace A Challenger Mindset
June 30, 20224 min
When you think of challenger brands, you’d be forgiven for associating them with scrappy startups and companies so small that agility doesn’t come with compromise. Because the essence of being a challenger is often associated with the underdog and overtaking market leaders with smart strategy, it’s easy to align their characteristics with rising stars.
We are experiencing three over-arching colliding forces: increased globalization, increased localization, and increased personalization… all happening simultaneously. Even though the world feels closer, brand leaders cannot ignore the increased importance of relevant local differences and the compelling desires for personalized experiences.
6 Brand Strategy Models For Focus And Structure
May 9, 20227 min
For over 20 years, I’ve been working in or running my own branding agency. First design side, and then moving strategy side, I’ve learned a thing or two in my time. However, there is one thing which I seem to learn but then need to relearn again and again, and that is the need for and the role of transparency.
Recently, The New York Times ran a lengthy story about the revitalization of Barnes & Noble, the last book megastore on the American retail landscape. Although some still question the future of the brand, there is no question that Barnes & Noble has come back from the brink.