The most consequential brand decisions are often made before anyone calls them brand decisions.
NEW THINKING
HomeTag
Growth - Branding Strategy Insider
Most of us would agree there are four ways to strategize for brand growth: increase the share you hold in the markets you are strong in; develop new products for those markets; extend your reach by finding new markets for your current brands; and develop new products that cater to new markets.
A Marketing Conference For The Age Of AI
July 14, 20266 min
Branding Strategy Insider helps marketing-oriented leaders and professionals build stronger brands and make better brand decisions. Over the years, BSI readers have brought us questions about positioning, differentiation, customer relevance, brand leadership, growth, and the changing role of marketing. Today’s question comes from Jennifer, a VP of Marketing in New York, New York, who is thinking about the future of brand management, the impact of AI, and which marketing conferences are truly worth her time.
Brands seem to fall victim to some of the clearest, most detectable, beyond-doubt brand-building principles. Netflix is our latest example.
The adage that history repeats itself is no more apparent than the current state of affairs at Nissan North America. The Wall Street Journal’s interview with Christian Meunier, head of Nissan NA, is so frighteningly similar to 1999 that I had to catch my breath. Yet, as with a lot of executives and marketers, the current plight of a troubled brand is a new situation, as if this state of affairs has never happened before,...
AI can create content. It can analyze markets. It can generate ideas, optimize campaigns, personalize experiences, and increasingly act on behalf of customers.