Visual Strategy Is Sales Strategy
June 4, 20265 min
Visual communication is now one of the primary ways buyers judge credibility, understand value, compare options, and decide whether a brand deserves attention.
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Positioning - Page 2 of 145 - 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.
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.”
Never confuse the customer. Once, at an advertising agency meeting with our IHG client, one of the agencies admitted that their commercials for Holiday Inn and Holiday Inn Express were confusing. The stated benefits for both brands in the ads seemed too similar. When asked what the agency’s solution would be, the answer was, “More money behind the advertising.” Of course.
When Honoring A Brand’s Past Means Changing Its Future
May 7, 202611 min
For more than twenty years, The Blake Project carried the same identity into the world. It was there when we opened our doors in 2003. It appeared on our first proposals, our first client deliverables, and our earliest expressions of a point of view that has never changed: brand is not decoration. Brand is a source of meaning, preference, trust, differentiation, and economic value.
AI has put an end to emotions in marketing, we are told. Just look at what LLMs rely on in making brand recommendations. It’s all about facts. Not about emotions.