Branding - Page 2 of 539 - Branding Strategy Insider

The Role Of Creativity In Advertising

March 19, 20245 min

Another season of Super Bowl advertising has passed, and with it has come criticism of the lack of creativity exhibited in the advertising. More than 50% of the 2024 Super Bowl commercials featured one or more celebrities, continuing a trend that began a decade ago. To be fair, celebrities can be a great vehicle for attracting attention and can increase the entertainment value and liking for a commercial. Entertaining and well-liked ads can also increase...

by Dan White

Brand Architecture

Brand Architecture For Competitive Advantage

March 18, 20245 min

Corporate growth often depends on a company building or buying multiple brands. These may exist within one or several product categories. Such a strategy can provide economies of scale. It also reduces risk. If one brand is struggling to grow, profits can be diverted to brands or categories with greater growth potential.

by Walker Smith

Brand Innovation

How Fusing Opposites Creates Value For Brands

March 14, 20244 min

One of today’s biggest cultural dynamics is so ever-present that it is hiding in plain sight. It is the culture of Both-ism, or lifestyles populated by opposites. It’s a phenomenon of two minds about everything, with no merging or resolution. Rather, it is both at once.

by Larry Light

Brand Management

How Brands Can Restore And Manage Trust

March 13, 202410 min

In 1957 there was a TV show called Who Do You Trust?. The host was Johnny Carson, pre-Tonight show icon. Who Do You Trust? was probably the last time that trust was considered comedic.

by Pamela Danziger

Brand Strategy

Lifestyle Brand Strategy: Tommy Bahama

February 26, 20248 min

Lifestyle branding is ubiquitous in marketing circles. Companies spent over $7 billion on lifestyle advertising last year and are expected to allocate some $10 billion by 2027, nearly a 10 percent compound annual growth rate from 2022, according to Statista.

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