Research - Page 14 of 55 - Branding Strategy Insider

Finding New Ways To Resonate With Customers

August 9, 20217 min

At first glance, the liquor business may not seem in dire need of customer-centric innovation. After all, revenue from the alcoholic beverage market has been steadily rising over the past decade and is projected to continue that way, after a slight dip in the wake of Covid-19. Drinks have become a critical ingredient in many customers’ experiences, whether it’s a casual night out with friends or a more formal occasion. To top it off, the...

by Dr. Derrick Daye

Brand Management

5 Drivers For Creating Brand Insistence

July 21, 20212 min

We believe that the ultimate goal of brand equity building is to move the consumer from brand awareness to brand insistence. Brand insistence is reserved for those brands that have been carefully designed to posses these characteristics: relevant differentiated benefits for their target customers, ability to build strong emotional connections, have a high degree of awareness, are perceived to deliver deep value for the price and are easily accessible.

by Paul Bailey

Customer Insight

Accessing Deep Customer Insight

June 30, 20214 min

Back when I was an art student I had a very wise and passionate art teacher. Among the most common instructions she would give me when I was creating my art, be that painting or drawing, was to get out there and create that art while actually in front of my subject.

by Larry Light

Brand Management

4 Timely Rules For Hotel Brand Strategy

March 30, 20215 min

Hotels have experienced significant losses due to coronavirus. But, there are signs of recovery. A report on the travel industry generated by McKinsey & Co., the global consultancy, covers airlines, hotels, vacation rentals, tours and activities, online travel agencies (OTAs), car rentals, and ridesharing and cruises. According to this report, there are “… signs of latent demand for travel: Customers are interested and willing to travel again when they are allowed to do so, even before...

by Steve Wunker

Brand Innovation

Why True Customer Motivations Are Often Missed

March 2, 20215 min

In 1997, Harvard Business School Professor Clayton Christensen published his first seminal work, The Innovator’s Dilemma, which laid out a concept he termed “Disruptive Innovation.” It took a few years for the book to catch on, but eventually its tightly-reasoned, well-evidenced and counter-intuitive approach found deep resonance with innovators worldwide.

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