10 Brand Threats And How To Counter Them
February 1, 20168 min
There are a lot of things that brands keep doing that put their value at risk. By way of a checklist, here are ten threats and how marketers can counter them.
NEW THINKING
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Strategy - Page 293 of 612 - 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.
Brand Innovation Requires Next Level Thinking
January 29, 20165 min
In an unprecedented era of innovation and value creation leading brands are taking ‘out-of-the-box’ thinking out of the cliché pile and making it a way of life. Lateral Thinking™ is one approach I use that enables breakthrough, creating a lens that helps marketers see hidden opportunity.
The Pros And Cons Of Ingredient Branding
January 28, 20169 min
Ever since the massive success of the Intel Inside initiative, the power and potential of ingredient branding has been well understood. As the name implies, ingredient branding means giving a component of a product its own brand identity. It can be a tantalizing proposition for those looking for new ways to differentiate.
How Brand Perceptions Are Formed In The Mind
January 27, 20163 min
Some years ago, I hosted a blind tasting beer party where everyone voted for their favorite and least favorite beers from a collection of microbrews and mainstream brands. Although there was no clear winner, there was definitely an outright loser.
The Role Of Brand Strategy In Volatile Times
January 26, 20163 min
Ever since the global financial crisis, global markets seem to have become more volatile. Oil prices rise and crash; China’s growth soars and slides. When market dynamics are this dramatic, how should you look to effectively develop a brand? Do you go with the ebb and flow, or act as a beacon of constancy?