AI’s Impact On The Pursuit Of Brand Difference
April 22, 20244 min
The biggest challenge brands face is standing out from the crowd.
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Positioning - Branding Strategy Insider
By definition the brand position or brand positioning is how the brand is perceived in the context of competitive alternatives. When developing brand positioning statements include a target customer definition, brand essence, brand promise, brand archetype and brand personality, giving the intended brand position/positioning greater depth. The unique value proposition and brand promise are similar. They both focus on the one or two key points of difference between the brand in question and other brands.
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.
Lifestyle Brand Strategy: Tommy Bahama
February 26, 20248 min
Lifestyle branding is ubiquitous in marketing circles. Companies spent over $7 billion on lifestyle advertising last year and are expected to allocate some $10 billion by 2027, nearly a 10 percent compound annual growth rate from 2022, according to Statista.
Brand Strategy: Evolving A Heritage Brand
February 20, 20247 min
In 2003, McDonald’s was, as BusinessWeek stated, “In Hamburger Hell.” McDonald’s subsequent turnaround had many facets. One of McDonald’s critical strategies was modernizing the brand-business without jeopardizing its heritage. In other words, McDonald’s aimed to evolve its heritage for today without losing its roots from yesterday.
Building B2B Brands With A Go-To-Market Strategy
January 31, 20245 min
As a B2B marketer, do these words seem familiar?