Branding - Page 4 of 569 - Branding Strategy Insider

Attention Marketers: Change Is Overrated

October 23, 20255 min

From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly yet often overlooked. So, this year, I’m sharing some for your consideration. I hope they’re helpful. This week’s thought: Change is overrated. Marketers love fads and fashions. Change is the watchword of marketing. I’m in the trends and futures business, so I’m not unhappy about this. But part of studying trends and...

by Rishad Tobaccowala

Brand Messaging

The Nine-Slide Approach To Effective Presentations

October 16, 20255 min

At Amazon, there are no PowerPoints at key meetings. Rather, a well-written and reasoned Word document is distributed and read by everybody at the meeting. Then a real meeting, which involves discussion and interrogation of the material, takes place. Everybody has the same information, and reading the information is far more time-effective than being paraded through a few words or charts flashed in sequence slowly. In many cases, even this well-crafted Word document may not...

by Robert Wheatley

Brand Management

Brand Strategy For Accelerated Uncertainty

October 15, 20256 min

Consumer anxiety has been building over the last two years, and it changes the face of optimal marketing and communications strategy. Rampant uncertainty is being nourished by upheaval over what the future looks like, impacting the chemistry of what people want (greater control) while the rules of culture-informed behavior and expectations around them relentlessly shift.

by Martin Ducharme

Re-Branding

The Unseen Cost Of Rebranding

October 14, 20254 min

One morning, I noticed something curious in my city. Within just a few hours, I saw three different versions of the same brand: the REMAX logo from 2005 on a moving truck, their 2017 logo on a for-sale sign, and the latest 2025 version on a bus shelter ad. Three identities, one brand—coexisting in plain sight. I call this “brand residue”: the traces left behind each time a brand changes its skin. While designers are...

by Joan Kiddon

Brand Management

How Brand Management Revived The University Of Miami Business School

October 13, 20257 min

Bloomberg BusinessWeek’s report on business schools’ ratings has just appeared. As expected, the big, elite business schools are holding the top ranks. Review the list of the top ten business school brands and aside from prestige and location, what is it that relevantly differentiates these business schools? Not every business school, even the top-ranking schools, has relevantly differentiated their brand purpose, brand promise, and brand values. Brands of business schools need proper brand management as...

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