Research - Branding Strategy Insider

Managing Internal Risk Tolerances To Innovation

May 9, 20237 min

Anything perceived as new to an established organization system naturally feels risky. Large companies focus huge resources to operate with excellence, so while innovation teams are often pushing forward into new spaces, the rest of the organization that has to make those ideas come to life can be naturally and properly hesitant about going after anything that conflicts with their current expertise, knowledge base, or efficiency. It is the inherent bias to stick to what...

by Allen Adamson

Brand Research

How To Reveal Customer Motivations

April 26, 20239 min

Claudia Kotchka played a key role in figuring out what parents (mostly mothers) want from their children’s diapers. She was in charge of P&G’s design, tasked with bringing new innovation tools and techniques into the company. But it was incredibly difficult to get marketing on board because the experiences reported by her consumers didn’t match up with what marketing thought were the important parts of selling diapers. It was only when IDEO came on and...

by Joanna Seddon

Brand Marketing

Marketing’s Economic Impact Must Be Demonstrated

April 25, 20232 min

The road to making marketing accountable has been perilously slow. In the time of David Ogilvy marketers believed in measurement, their status was high. But many years ago, marketing turned inward and focused on ads. The CMO stopped being a business partner to the CEO. Marketing got dumbed down to being seen as frivolous, a cost center not an investment.

by Larry Light

Brand Research

Why Leading Brands Embrace Market Segmentation

March 1, 20234 min

AB InBev is the owner of over 500 drinks brands including national beers (Budweiser, Stella Artois, Corona Extra) canned cocktails, craft beers, energy drinks, etc.. In an interview for The Wall Street Journal’s C-Suite Strategies section, the CMO of AB InBev discussed the changes in the Group’s brand marketing. One significant change is the focus on occasion-based segmentation.

by David Stewart

Brand Management

7 Keys To Managing Your Value Chain

February 27, 20235 min

One of the more important strategic choices for a business is how it will organize itself and go about delivering value to its customers. Few firms have the capacity to be fully integrated and take responsibility for creating and delivering the entire product or service they sell. Even if a firm could do so, complete integration is rarely an optimal financial strategy.

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