National CPG Brands Face A New Challenger
July 20, 20173 min
Loyalty, especially in certain categories, is becoming harder for some brands to earn.
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Brand Strategy - Page 27 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 Five Pillars Of Brand Likeability
May 17, 20175 min
As brand marketers, we are conditioned to think early on in terms of attaining loyalty and advocacy for our brands.
Brand Strategy: Art, Science Or Process?
May 1, 20174 min
This week I had an interesting discussion about the role of brand strategy. Do all the discussion, frameworks and processes that strategists use really add value for brands or is it all just ****?
When Should A Brand Retreat?
March 27, 20174 min
We talk a lot about brands growing and expanding, but when should a brand pull back? Here are five occasions when the best thing you can do is to stage a brand retreat.
3 Ways To Establish A Meaningful Brand
March 16, 20175 min
At a recent event my colleague Kristopher Hull looked at advertising in an enlightening way: despite all the speed and complexity in the world today, marketers still need to reach the same brain.