It’s time to reorient your thinking on the most effective deployment of your investments in marketing communication. You can start by breaking free from entrenched myths about brand outreach, consumer behavior, and sound strategy.
In 2018, Harvard Business Review included an article on its website titled, “ When It’s Smart to Copy Your Competitor’s Brand Promise”. The authors were assistant professors of marketing at prestigious business schools. The thesis of the study was that it is just fine to copy your competitor’s brand. The authors did not seem to know the basics of brand building. They applauded the copying of features and benefits to build successful brands. What they...
What trails consumer decisions like an ever-present shadow and has profound influence on the path to purchase? Fear and risk aversion. Fear is a pervasive if unwanted participant in brand growth outcomes, one that requires a closer look. How does fear manifest?
Navigating the competitive job market can be challenging, especially in the fast-evolving world of branding and marketing. For those seeking an edge, Branding Strategy Insider + Jennie Johnson provides AI-powered career coaching that supports you through every phase of your job search—from discovering the perfect roles to nailing the interview. With insights tailored specifically for today’s marketing industry job market, our advanced search tools help you make a mark in the four ways it matters...
If you are a person of a certain age, you remember that a food revolution took hold in the late 1960’s. Put aside the visions of bell-bottom jeans, sandals, intentional communities, patchouli, macramé, jugs of California wine, beads, peace, love, rock n’ roll, and the 1969 NY Mets. Think brown rice, tofu, beans, seaweed, herbs, tahini, hummus, alfalfa sprouts, tempeh, miso, nut loaf, lentils, sesame and sunflower seeds.
