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.
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Culture - Page 11 of 47 - Branding Strategy Insider
A thriving brand culture reflects a commitment to continuously strengthen the brand and deliver on its promises from the inside out.
How Creativity Powers Profits
February 28, 20247 min
Once upon a time there was a durable goods company with a large staff of engineers. Management felt that the company would benefit from more creativity. Instead of hiring creative minds, the company decided to invest in transforming all of its engineers into creative, creator minds. It was a year of magical thinking.
Brand Advantage Begins With Customer Focused Employees
January 29, 20247 min
Marketing has some important evergreen principles. One principle is this: just because a brand-business is customer-focused does not mean that customers come first. Customers come second. Customer-focused employees come first.
Building A Competitive Advantage
January 15, 20245 min
Strategy is “Future Competitive Advantage”. This definition works both at the level of the firm and at the level of the individual.
The 4 Most Common Strategy Mistakes
December 5, 20239 min
What is strategy? Strategy is Future Competitive Advantage. What will the future look like? What will people need and expect? How will demographics, technology, and other global shifts create new competitors or recharge current competitors, and how will categories blur, blend, and maybe even disappear?