Perhaps the most interesting thing about AI is that it is new yet nothing new.
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Growth - Page 3 of 198 - 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.
Why People Snack: The Human Needs Food Brands Forget
June 15, 20264 min
The president of Snacking Global at Mars, Andrew Clarke, recently spent some time chatting with The Wall Street Journal. Mr. Clarke articulated some important and exciting areas of innovation and interests that Mars continues to pursue for its snack brands.
Why Iconic Brands Need To Earn Permission To Change
June 10, 20265 min
Ferrari’s recent introduction of the Luce, its first fully electric four-door model, has sparked exactly the kind of controversy one might expect from an iconic brand. Just as the Jaguar rebrand did, and many others before it.
Why Great Products Fail Without Market Engineering
June 2, 20265 min
Each year, research firms such as CB Insights analyze why both startups and new products from mature companies fail. On average, about 80 percent of VC-backed startups fail (and those are the best of the startup world), and somewhere between 40 and 60 percent of new products launched by mature companies also fail. Invariably, the primary reason for failure is “no market need.”
Why Brand Loyalty Beats Customer Acquisition
June 1, 20269 min
It is just astounding that after more than 35 years, some marketers are still using the flawed funnel approach to how advertising works. This is one reason that real, credible, data-supported brand management must be taught in business schools. For decades, we have known that using the funnel approach to advertising, in hopes of building brand loyalty, is a form of mismarketing on a major scale.