How AI Is Reshaping The Consumer–Brand Relationship
March 10, 20266 min
Consumers are using AI as a brand hack. Which says as much about consumers as AI. None of which is good for brands absent significant innovation.
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Strategy - Page 7 of 618 - 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.
A brand needs a vision. A brand vision is not just an idea. A brand vision is a determined goal. A brand vision is your definition of a future world in which your brand will win. Without a brand vision, your brand is aimless. The brand vision is the groundwork for your brand strategies.
The Most Underutilized Competitive Advantage: Brand Culture
March 5, 20266 min
The Seattle Seahawks won the Super Bowl, as we all know. Numerous video recaps of the game, a wide variety of articles, and a lot of insights from observers, sports analysts, and Monday-morning quarterbacks focused on the Seahawks formidable on-field strengths.
The Brands That Stay Closest To Customer Problems Win
March 4, 20267 min
Decades ago, in the annals of advertising agency history, BBDO had an approach to creating winning communications. It was called The Four Point Process. The Four Point Process was a really big deal because, at the time, ad agencies had the best, most innovatively profitable research departments in town. The Four Point process made use of BBDO’s groundbreaking – and since widely-copied – Problem Detection Study.
Revive, Reframe, Or Retire: The Strategic Choices For Memory Brands
March 3, 20266 min
I have a special spot in my heart for Memory Brands, because I have worked on so many of them and found them to be rather misunderstood. Memory brands are not smaller benchmark brands. They have high awareness. They have distribution. They often have decades of household penetration under their belts. This is comparable to benchmark brands.