How Financial Engineering Destroys Brand Value
May 27, 20266 min
Claire’s, the tween accessory retailer, is in turnaround mode. Again. Claire’s is hoping to pierce the boredom barrier among its target audience of not-yet-teenage girls.
NEW THINKING
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Growth - Page 4 of 197 - 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.
Brands Must Take The Risk Out Of Buying
May 19, 20263 min
The recessionary mindset we see in society and the marketplace is a significant reset of aspirations and expectations, but it is not the explanation for everything.
Why Checkout Abandonment Is A Brand Problem
May 14, 20264 min
The standard diagnosis of checkout abandonment treats it as an engineering challenge. Forms are too long. Payment methods are missing. The mobile experience is too slow. Fix the mechanics, recover the revenue.
Solving Business Problems Through The Lens Of Brand
May 13, 20268 min
Most companies lose momentum because their best thinking cannot get through the organization. The strategy is understood in the room, but not in the field. The portfolio makes sense to leadership, but not to the channel. The value proposition is clear in the deck, but not in the sales conversation. The customer experience is discussed as a priority, but not built into the moments where choice, confidence, and conversion happen. This is where brand problems...
Financial geniuses on Wall Street appear to be happy that there is new leadership at Harley-Davidson, Artie Starrs as CEO. As with the appointment of the previous CEO, Jochen Zeitz, analysts and those with significant monetary Harley-Davidson stakes are thrilled with the recent CEO Starrs change in HOG leadership. In 2020, when Jochen Zeitz, a longtime member of Harley-Davidson’s Board, became CEO, the business press wrote that “Wall Street was elated by the news of...