Brands Must Take The Risk Out Of Buying
May 19, 20263 min
The recessionary mindset we see in society and the marketplace is a significant reset of aspirations and expectations, but it is not the explanation for everything.
NEW THINKING
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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.
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.
Solving Business Problems Through The Lens Of Brand
May 13, 20268 min
Most companies lose momentum because their best thinking cannot get through the organization. The strategy is understood in the room, but not in the field. The portfolio makes sense to leadership, but not to the channel. The value proposition is clear in the deck, but not in the sales conversation. The customer experience is discussed as a priority, but not built into the moments where choice, confidence, and conversion happen. This is where brand problems...
Financial geniuses on Wall Street appear to be happy that there is new leadership at Harley-Davidson, Artie Starrs as CEO. As with the appointment of the previous CEO, Jochen Zeitz, analysts and those with significant monetary Harley-Davidson stakes are thrilled with the recent CEO Starrs change in HOG leadership. In 2020, when Jochen Zeitz, a longtime member of Harley-Davidson’s Board, became CEO, the business press wrote that “Wall Street was elated by the news of...
Brand strategy is entering a more demanding era. For CEOs, CMOs, and CFOs, the question is no longer whether brand matters. The question is whether brand can help solve the organizational problems that determine growth, profitability, customer trust, internal alignment, and enterprise value.