Rebranding Must Signal Real Change
January 24, 20224 min
In a recent report from Cheddar, Jane Hwang, global vice president of M&M’s, shared the rationale behind the reworking of the classic M&Ms characters to become more inclusive.
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Brand Strategy - Page 19 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.
Why Brand Strategy Is Important
January 18, 20228 min
So how do you explain why brand strategy is important? Through the lens that speaks to all business leaders: VALUE.
5 Strategies To Reach Down-Market Consumers
August 26, 20216 min
Many executives worry that they are not doing enough to fend off low-cost rivals by targeting down-market customers. For instance, reaching young consumers as they begin forming buying habits and settling down offers a critical opportunity to gain long-term loyalty. At the same time, however, these executives are equally worried that down-market strategies could tarnish their brands. Are affordable offerings a door to new customers or an unjustifiable risk?
Brand Transformation Workshop
August 19, 20212 min
If your customer can live without you, eventually they will. One statistic offers all of the evidence needed to support this somber fact: eighty-nine percent of the companies that were in the Fortune 500 sixty years ago are now gone.
Strategic Considerations For Extending Brands
August 17, 20213 min
Marketers should think about the following when considering brand extensions.