4 Ways To Deflect Attacks From Challenger Brands
July 23, 20154 min
Recently Budweiser has been taking flak for its continuing aggressive stance against craft beers.
NEW THINKING
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Brand Strategy - Page 39 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.
Knowledge Brands Face New Competitive Forces
July 22, 20152 min
I love this observation by Jay Deragon about the Social Learning Curve: “All things social are creating a herd of copycats following practices, methods and behavior created by the frenzy of learning something new…”
The Decline Of The Airbrushed Brand
July 14, 20153 min
The aspiration drive that has dominated how marketers think and what they strive to achieve in building a brand’s mythology is increasingly being seen by consumers as unattainable and fake. Buyers are drawing a line under what they perceive to be airbrushed brands. And the push-back is manifest in everything from the acceptance of imperfect food to the increased use of plus-size models on fashion house runways.
Building A Compassionate Brand
July 9, 20154 min
In a recent address at Cannes, Monica Lewinsky made a plea for brands to play a more direct role in building a compassionate society: one where the power of social media to generate shame and humiliation (and gain money by doing so) was eschewed in favor of an environment that collectively supported and inspired individuals and their actions.
4 Ways To Address Brand Decline
June 29, 20154 min
Outside-in change is prompted by shifts beyond the immediate control of the brand. Those prompts could be competitive, reputational or sectoral.