10 Ways To Ignite And Build A Brand Movement
April 14, 20223 min
A movement is when a big idea inspires mass engagement by the culture. For years now, we have studied and developed movement strategies for brands.
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Brand Strategy - Page 17 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.
The Undeniable Value Of Core Customers
April 11, 20227 min
There is nothing like a core customer. Core customers already know what is great about your brand. Core customers are valuable assets. In branding, your priority must be to adore your core.
Is Putin Rebranding Russia?
April 7, 20223 min
Tchaikovsky. Chekhov. Dostoevsky. Rudolph Nureyev. These have been the cultural faces of Russia for decades. But since Russia’s invasion of Ukraine on February 24, the soft culture of Russia has been recast by the hard face of Putin.
4 Keys To Revitalizing A Fading Brand
April 4, 20226 min
As reported in Bloomberg BusinessWeek, athletic shoe brand Reebok, recently orphaned by Adidas, has a new owner: Authentic Brands Group, Inc. Authentic Brands is known for the rejuvenation of mismanaged, once wonderful brands.
Creating Products That Defy Conventional Categories
March 18, 20223 min
Market disruptions happen when a brand refuses to play by the category rules. Netflix destroyed the video rental business. Uber threatens to do the same to the taxi industry. Books that are available in online form redefine how we acquire knowledge.