Strategy - Page 2 of 626 - Branding Strategy Insider

PepsiCo, Frito-Lay And The Price Of Customer Loyalty

September 29, 20269 min

Pricing should not be a tactic. Pricing is a strategy. Raising prices, lowering prices, then raising prices again may make sense when the end goal is growing margins and, hopefully, profitability. But these can become knee-jerk reactions. From a brand standpoint, the consequences of fluctuating prices are huge. Raising, lowering and then raising prices again may indicate that there is an organic, inherent problem with the brand’s management.

by Joan Kiddon

Brand Management

Brand A.I. Has A Trust Problem: 7 Rules For Building Sustainable Trust

September 28, 20268 min

Brand A.I. is having an uncertain month. Yes, A.I. has become a brand, although there seem to be discrepancies about just what Brand A.I.’s brand purpose and brand promise are. Current Brand A.I. debates have cast uncertainty over our collective future and human health. In some ways, it’s reminiscent of Brand Smoking.

by Dr. Derrick Daye

Brand Strategy

Rebranding: When The Business Outgrows The Brand

September 17, 20268 min

The clearest sign a company may need to rebrand isn’t an outdated identity. It is a growing distance between what the business has become and what the market still believes it to be.

by Walker Smith

Brand Management

Why Brands Must Give Consumers More Control

September 15, 20264 min

There is a general feeling nowadays that things are out of control. An understatement, perhaps, but not a misstatement. People feel a loss of agency.

by Joan Kiddon

Brand Innovation

What Apple Understands About Innovation That Most Brands Don’t

September 14, 20268 min

Apple just introduced its new, foldable iPhone Duo. Whether you think this is fabulous or a future flop, Apple has reignited focus on the intertwined roles of innovation and marketing.

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