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.
15 Of Marketing’s Most Influential Books

Today we’re sharing some of the most influential books in marketing, titles that hold immense significance due to their ability to shape and guide the way marketers approach business, communication, consumer behavior and brand management. These books serve as invaluable resources, offering insights into fundamental principles, strategies, and tactics that revolutionize marketing practices.

How Mental And Physical Availability Drives Brand Growth

Why is Mental and Physical Availability so important to business and brands? Over the past twenty years there has been growing appreciation for the intangible assets that underpin the financial value of corporations. These assets can be sold, and they are generally worth far more than a corporation’s tangible assets. Mental and physical availability, and the brand’s distinctive iconography are assets that can be sold. They are brand equity.

Lessons From Bud Light’s Brand Management Mistakes

Much has been written about the recent Bud Light influencer campaign, and more will be written over time. My colleagues at MASB make a compelling argument that the “boycott” in response to the campaign is unlike other boycotts and is likely to persist well into the future. They argue that brand preferences have changed in response to the campaign. Regardless of the specific product and advertising messages involved, there are several general lessons about the...

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