Consumers Don’t Love Brands
July 23, 20075 min
It’s not what most company CMOs and brand champions want to hear. But I have to say it anyway:
NEW THINKING
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Strategy - Page 575 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.
Place Branding: Rochester, New York
July 20, 20075 min
I recently led the first phase of the effort to brand my hometown, Rochester, New York. I’d like to share my thoughts on this ongoing process.
Overcoming Common Brand Problems – 34
July 18, 20072 min
We’re exploring Brand Management’s 40 Most Common Brand Problems.
Marketing A Non-Profit Brand
July 17, 20078 min
Many times marketing is seen as a dirty word in the non-profit sector. A necessary evil that no one admits spending too much time or money on. But to build a successful non-profit organization to help people, you still need to follow the laws of branding. Because powerful non-profit brands will raise more money, attract more volunteers and help more people.
Marketing Alternatives: Product Placement
July 16, 20071 min
Increasingly, consumer product companies are using product placement as a part of their overall marketing efforts.