Brand Building: Resisting ‘Sameness’
June 27, 20073 min
Ever heard of a brand that rejects customers? Probably not. Brands are uniformly desperate to attract them. So why would a brand take the opposite approach?
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Branding Basics - Page 8 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.
Brand Management: The Most Important Tasks
June 8, 20072 min
Brand management is often mistaken for marketing activity. It is far more than that. A brand must be positioned, protected, measured, expressed, aligned, and continually strengthened across the organization. It must create awareness, earn loyalty, build emotional connection, and remain relevant as customers change. That makes brand management one of leadership’s most important disciplines.
Brands And Relationships
February 17, 20071 min
People develop relationships with other people. Brands exist so that organizations can do the same. So, what maximizes a brand’s appeal?
Building Winning Brands
January 31, 20071 min
What are the most important considerations in building winning brands?