Complex Language Weakening Brands
October 30, 20093 min
“Call the law enforcement officers. We’re being robbed.”
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Branding Basics - Page 3 of 9 - Branding Strategy Insider
Learn the basics of branding on Branding Strategy Insider. A brand is a source of a promise to its customers. It promises relevant differentiated benefits. It does so not only to place itself into the purchase consideration set, but even more importantly, to be the brand chosen from that purchase consideration set.
Branding Anything And Everything
August 21, 20093 min
We have long contended that almost everything is branded and many things can and should be managed as brands.
The New Brand Positioning
April 12, 20094 min
This week I came across a 1997 interview I gave to Bob Lammons. The more things change the more they stay the same…
Anatomy Of A Marketing Plan
March 21, 20091 min
A marketing plan is a request for funds in return for a promised level of incremental revenues, unit sales, market share or profits. One can develop marketing plans for products, services, market segments or brands. The critical components of a marketing plan includes the following:
The Cure For Brand Myopia
December 4, 20083 min
Earlier this year I decided to ride the London Eye. It was busy – so busy that the line of people to purchase tickets snaked out of the ticketing room and onto the street overlooking the Thames.