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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.
The Four Warning Signs Of A Declining Brand
June 29, 20269 min
Jack Welch, renowned CEO of General Electric, used to say that your business should be #1 or #2 in your market. If not, get out. This belief was derived from the famous PIMS work begun in the 1960s. Initiated at General Electric, PIMS, Profit Impact of Marketing Strategy, focused on identifying factors that would impact economic success. ROI (Return on Investment) was the primary measure of success, alongside Return on Sales (ROS) and real (organic)...
AI Is A Platform Shift, Not A Brand Advantage
June 24, 20266 min
The buzzword in marketing right now is AI. Well, acronym, that is. But either way, AI is all the rage. Every firm of every sort is working hard to incorporate AI into every process, every output and every pitch. It’s AI or bust. It’s not clear if it’s tulips or not, but interest in AI is unprecedented and shows no signs of abating anytime soon.
The Decisions That Make A Brand Coherent
June 23, 20263 min
Some of the most consequential decisions a brand makes never arrive looking consequential. They appear as cost decisions. Growth plans. New operating models. Policy changes. Shifts in KPIs.
PepsiCo’s New Definition Of Relevance
June 22, 20264 min
In 1967, the song “San Francisco” by Scott McKenzie described “a whole generation, with a new explanation.” The line still captures a central challenge for brands today. Customers continually redefine what they want from the products they choose: more health, less sugar, greater functionality, better value, or simply a better fit for the moments in which they consume them.