How Brands Can Escape AI-Driven Sameness
July 22, 20269 min
Bear with me as I wax philosophical. It’s a circuitous path, but it will loop us to AI. So here goes.
NEW THINKING
HomeTag
Strategy - Branding Strategy Insider
By definition brand strategy begins with the notion that you can differentiate a commodity. From there brand strategy manifests as a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive context.
Why Brand Fandom Is Replacing Traditional Marketing
July 21, 20266 min
You are likely focused on the next round of innovations in the pipeline and how you will elevate and communicate the attributes and features of these new products at launch. Familiar territory for the vast majority of day-to-day marketing assignments and priorities. Yet the consumer has other priorities, driven by existential shifts and concerns that increasingly interfere with and refocus their goals and aspirations.
The End Of The Think Global, Act Local Strategy
July 20, 20267 min
One of the most difficult tasks for brand marketers is aligning an enterprise around a corporate Brand Purpose (North Star) and Brand Promise. Gaining adherents rather than mere acceptors is a difficult goal. Regions and local sectors tend to push back on global brand dictates, even if the centrally-sent statements ring true.
The most consequential brand decisions are often made before anyone calls them brand decisions.
When Site Performance Becomes Brand Performance
July 15, 20264 min
Companies think of website performance as a technical KPI. It’s something developers measure after launch and marketers glance at when Core Web Vitals reports come in.