Building A Cult Status Brand
July 7, 20143 min
In a world dominated it seems by the push for scale and mass coverage, it’s easy to forget that sometimes the smartest thing you can do is the polar opposite:
NEW THINKING
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Strategy - Page 356 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.
Why Brand Management Will Replace Marketing
July 3, 20144 min
P&G’s decision to formally end the era of “marketing” at the company and make the shift to brand management may accelerate what amounts to much more than a title change for marketers generally. To me, it could point to a fundamental re-examination of the role of the people responsible for brands.
Facebook: Just Another Brand Marketer
July 1, 20146 min
The word is out. Big headlines. Facebook is running experiments with users’ news feeds. Apparently, shock and outrage are in order. But, honestly, I’m not sure why. From the outside looking in, it appears to be nothing more than garden-variety brand marketing, and ineffective to boot.
Should CMOs Be Doing More With Brand Stories?
June 30, 20143 min
Marketers are busy talking up the value of telling the stories of their brands. But why aren’t more organizations structuring their own strategies and issues as stories, and what role are marketers taking in making that happen?