This week on BSI my mental profit soared and I hope yours did too. Here is some of what the week gave me…
Kevin on the Lovemarks Effect:
The journey from Product to Trademark, from Trademark to Brand is at an end.
Consumers want something beyond benefits, attributes, performance and functionality. Beyond brands. They want Lovemarks. The future beyond brands.
What are Lovemarks and what should anchor the shopping experience?
Brad on Brand Equity:
Companies that are market driven, truly caring about their consumers and constantly changing their products and services to meet changing consumer needs, will succeed at the expense of companies that are purely sales driven. What does this mean for the insurance industry?
Martin on Sensory Branding:
Brands aim to be memorable, yet mass communication and commercial messages remain resolutely two-dimensional: they’re visual and they have sound. Yet humans are most receptive, and most likely to form, retain, revisit and reinterpret memory when all five senses are in operation. Why should sensory branding be a priority?
Brad on Building Winning Brands:
Price is the worst differentiator because it is easily copied, reduces profits and dilutes brand equity. Product functions and features are also poor differentiators because they also can be easily copied. What are the most powerful differentiators?
Elsewhere I found myself bookmarking on Brand Mortality, Social Proof, Help for Young Marketers and a thought leader who would have found himself at home with web 2.0.
Looking forward to another week of mental profit…
