Brand Strategy - Page 2 of 55 - 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.
What Is Your Customer Really Buying?

“The customer rarely buys what the business thinks it sells him.” I often use this quote from the great Peter Drucker to help explain the concept of Jobs to be Done (I took it from Clay Christensen, who did the same). But the quote goes much further, and it relates to much more. Consider these examples:

Successful Brands Use This Plan To Win

On May 1, 2023, Sprouts Farmers Market reported very positive news during its earnings call. The Wall Street Journal’s Market Report indicated that Sprouts’ first quarter earnings rose 24%. Sprouts’ CEO Jack Sinclair told analysts, “We are pleased with our first quarter; we believe our long-term growth strategy is gaining traction and driving positive performance. Our results included comparable store sales growth of 3.1%, total sales growth of 6 percent and adjusted diluted earnings per...

The Brand Strategy Of Self-Expression

Self-expressive brands enable us to express our inner selves, “the way others see me.” People who want to express their “real me” are more engaged with brands online and are motivated to co-create brand value. They become brand advocates. Ultimately, they are willing to pay a premium and will develop a long-term relationship with the brand.

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