Who Is Responsible For Managing The Brand?
March 26, 20244 min
When companies are formed, the founders often have a clear reason for starting the business. This often defines what the brand stands for and shapes all the decision-making.
NEW THINKING
HomeTag
Business - Page 3 of 210 - Branding Strategy Insider
Business strategy is an articulation of how your business intends to prosper. Its execution and the response to it determines success. We explore all angles on Branding Strategy Insider.
Pricing Brands For Affordability
March 25, 20244 min
Price is about perceptions. It is also about reality. Which is to say that price involves both perceptions of value and the reality of affordability. The former is competition, expectations, benchmarks and benefits. The latter is what’s actually in the wallet. Value comes into play only when affordability is no barrier.
The Leadership Playbook For High-Stakes Business Decisions
March 21, 20247 min
In 2013, at the annual Consumer Electronics Show in Las Vegas, T-Mobile CEO John Legere confidently stepped onto the stage, prepared to place a bet. But this was no ordinary Vegas gamble. It was a high-stakes wager on the future of his company—this was a Big Bet.
Luxury Brand Strategy: Managing Exclusivity And Availability
March 20, 20247 min
Consumers face rising prices from many favorite brands. Insurance costs, fast food costs, transportation costs and the cost of stamps have all increased. The pushback from rising prices is now seriously affecting package goods, especially grocery-purchased brands. Package goods volumes are declining. Consumers are finding all sorts of workarounds by which to manage their stressed budgets. Consumers are balking at the cost of goods. Even Target, a brand-business based on affordability is experiencing revenue issues....
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.