The most consequential brand decisions are often made before anyone calls them brand decisions.
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Brand Strategy - Page 2 of 66 - 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 adage that history repeats itself is no more apparent than the current state of affairs at Nissan North America. The Wall Street Journal’s interview with Christian Meunier, head of Nissan NA, is so frighteningly similar to 1999 that I had to catch my breath. Yet, as with a lot of executives and marketers, the current plight of a troubled brand is a new situation, as if this state of affairs has never happened before,...
Why Great Products Fail Without Market Engineering
June 2, 20265 min
Each year, research firms such as CB Insights analyze why both startups and new products from mature companies fail. On average, about 80 percent of VC-backed startups fail (and those are the best of the startup world), and somewhere between 40 and 60 percent of new products launched by mature companies also fail. Invariably, the primary reason for failure is “no market need.”
Why Brand Strategy Needs A Simulator Now
May 28, 202612 min
Most mid-market leaders are not short on ideas. They are short on confidence. They are being asked to move faster with less certainty, make bigger bets with less room for error, and separate useful AI-enabled opportunities from expensive distractions. They have growth initiatives to evaluate, pricing pressure to manage, customers to reassure, sales teams to equip, and the realities of an AI-informed future arriving faster than the organization can absorb them. The question is no...
Never confuse the customer. Once, at an advertising agency meeting with our IHG client, one of the agencies admitted that their commercials for Holiday Inn and Holiday Inn Express were confusing. The stated benefits for both brands in the ads seemed too similar. When asked what the agency’s solution would be, the answer was, “More money behind the advertising.” Of course.