Posts filtered by tags: Brand Management[x]


 

The Most Powerful Brands Have Always Been Agile

Marketing and communication has a way of being reinvented over and over again, with each new and unapologetic rendition billed as a break from a seemingly blind and rigid tradition. Except they’re nothing of the sort. Despite keeping things feeling fresh, most reinvention is historical revisitation. Take some of the discussion revolving about brands, with the key concept being that a brand must be agile, adaptable, and seek out opportunity as opposed to a voice as personified by a logo. The ...
Tags: Nike, Airbnb, Volkswagen, Branding, Revlon, RadioShack, BBDO Worldwide, Brand Management, Blake Project, Zipcar Uber, Phil Dusenberry


14 Considerations For Successful Brand Strategy

Connecting with consumers is the key skill essential for building stronger brand bridges. It requires an end-consumer orientation for evaluating everything you do, meaning that the brand planner must become the in-house consumer advocate, always taking the consumer perspectives in meetings, evaluating how all new products and ideas might be perceived and better leveraged to enhance ideal brand perception and performance. Here are 14 considerations and questions that will help in building a su...
Tags: Amazon, Nike, Branding, Brand Management, Blake Project, Be Analytical Analyze, Look For Integration Possibilities Can, Brand Equity Measurement


Why Disruptions Favor Emerging Trends & Brands

When marketplace disruptions are far-reaching and radical, conventional ways of doing business are swept aside, clearing the way for emerging trends and small yet burgeoning brands to accelerate into an enduring and sometimes dominant mainstream position. This is the principle of acceleration. Marketplace change is not always incremental or slow to catch on. Sometimes, change happens all at once in what seems like, and often is, the blink of an eye. But the hallmark of acceleration is not tha...
Tags: Apple, Branding, Brand Management


How Place Determines The Fate Of Brands

You may not know about the faux meat versus fresh-meat fracas. It is the protein prizefight of all time. This clash is not for the fainthearted. This battle pits alternative meat producers against cattle raisers. The basis of the battle is this: where in the grocery store should alternative meats be placed for sale? Should alternative-based meats be sold in the fresh meat case or should these products be relegated to special vegan sections in the store’s produce perimeter or in frozen food aisl...
Tags: Amazon, California, US, Philadelphia, The Washington Post, Impossible Foods, Branding, Kroger, Midwest, Danone, Ben Jerry, Borden, Oatley, FMI, USCA, Brand Management


Why Old Has The Advantage Over New

New Coke’s day in the sun lasted 79 days. It was introduced on April 23, 1985 as a much-heralded replacement for old Coke. But the outcry over taking the original formula off the market was so intense that the Coca-Cola Company reversed course and brought back old Coke 79 days later. Under one brand name or another, new Coke stuck around until 2002. But it never displaced old Coke as the favorite. It was always the old that outshined the new. The Cola Wars of the 1970s and 1980s were a contes...
Tags: America, New York Times, Belgium, Wisconsin, Coke, Coca Cola Company, Branding, Brand Management, TCCC, Pepsi Challenge the Coca Cola Company TCCC, IKEA Decathlon


Real estate marketing: How brand templating will help you succeed in today’s virtual world

In the above demo from Connect Now, Josh Robinson of Lucidpress discusses the importance of consistent branding in ensuring success for real estate brokerages and agents.
Tags: Sponsored, Real Estate, Advertising, Digital, Radio, Print, Branding, Josh Robinson, Brand Management, Branding Tools, LucidPress


The Strategic Rise Of Female Superbranders

Late last year, thousands seized YouTube as Reese Witherspoon climbed into an oversized clothing trunk sent by Witherspoon’s BFF Beyonce and climbed out wearing Queen Bey’s new Adidas X Ivy Park Collection. Posted on Instagram, the stunt for Beyonce’s new activewear brand was viewed by gazillions. This is just one of the continuing stream of launches activated by female entrepreneurs over recent months. Bottom line, it’s not enough to be (just) a music artist or actor anymore. Those gigs are ...
Tags: Apple, Facebook, Beyonce, Instagram, Reese Witherspoon, Rihanna, New York City, Spain, Netflix, New York Times, Broadway, Patagonia, Madonna, Pbs, Queen Bey, Pacific Ocean


The Brand Management Of Dead Celebrities

Dead celebrities and icons inspire us, take a place of influence and earn a place of love and respect in our hearts and minds. With various forms of intellectual property, and subject to how it is protected, managed, and creatively re-imagined, deceased celebrities and icons have great earnings potential even after they’ve left the physical world. Coupled with the reach and speed of social media, dead celebrities and icons are extending their influence, building new loyalty and deriving income ...
Tags: Congress, China, US, United States, Michael Jordan, Wheel Of Fortune, Elton John, Nba, Paula Abdul, Albert Einstein, Dell, Marley, Kobe Bryant, Bob Marley, Salesforce, Jackson


3 Ways To Motivate People Via Behavioral Science

The science of human behavior is a river of with exclamations, curiosities, prevarications and humble confusion. But among the currents and eddies often there are useful insights that help us navigate daily life. One such notion was introduced by Jason Hreha, a Stanford graduate and one-time co-author with Dan Ariely. Hreha is now Global Head of Behavioral Sciences at Walmart, the world’s largest employer. About a year and a half ago, Hreha was talking with a former member of President Obama’...
Tags: Obama, Stanford, White House, Walmart, Branding, DHHS, Patrick Hanlon, Brand Management, Simplification, Department of Health and Human Services DHHS, Jason Hreha, Dan Ariely Hreha, Global Head of Behavioral Sciences, Hreha, Social and Behavioral Sciences Team According, Social and Behavioral Sciences Group


Brand Empathy Is About The World Not The Market

As marketers, we know that brands carry a unique responsibility in the culture where they exist, because they are active participants in it; and as such, have the power to set the tone, provide the example, and inspire all to do better. A parallel to the racial injustice movement, is the environmental injustices we saw decades ago. Pollution and global warming consciousness prompted nearly every brand to adopt standards, practices and certifications designed to protect the environment and na...
Tags: NFL, Colin Kaepernick, Nike, Pepsico, Nascar, National Anthem, Branding, Kaepernick, Brand Management, Quaker Foods, Workshop NOW ONLINE Branding Strategy Insider, George Floyd, Kristin Kroepfl, Quaker Foods North America, NASCAR NIKE


Are You Building A Brand Of Contradictions?

As brands continue to try and navigate a world of awakening and change, its clear they are on a learning journey. With plenty of opportunities to learn, from women’s rights, climate change, homelessness, immigration, and now racial equality. It’s impossible to be against any of these issues. So why do brands feel the need to state the obvious? As Mark Ritson writes in a scathing and powerful MarketingWeek article, “We marketers live in a branding bubble of our own creation. We think brands ma...
Tags: Amazon, America, Branding, Dara Khosrowshahi, Brand Management, Mark Ritson, Ritson, Riston, Vikki Ross


Managing Brand Saliency And Perceived Value

The rules of perceived value are changing amidst COVID-19. The pandemic has brought to light new drivers of perceived value, threats to named brands, and ways to protect and grow your brand through this crisis and beyond. What We Can Learn From The Great Recession Some brands survived and thrived after the 2008 recession, by reinforcing their value proposition, delivering unique benefits, and fostering an intimate relationship with their customers. For example, Target expanded its footprint ...
Tags: Amazon, Airbnb, Starbucks, Guinness, Branding, Ipsos, Brand Management, Blake Project, Ipsos Brand Health, Ipsos Covid, Omnibus Data, CPG Amazon, Historical Ipsos MMA, Benoit Tranzer, Megan Tiedt Ipsos


How Brands Drive Purchase Decisions

Brands are hugely important aids to decision-making. If marketing science (derived from behavioral science) tells us that most advertising works by creating greater mental availability – creating largely subconscious associations with products and services – what does this mean for brands? Are brands simply a collection of memories? And how do these affect the decision to purchase? If we think of the role heuristics – mental shortcuts – play in our lives (they aid us with complex decision-mak...
Tags: UK, Aldi, Branding, Rory Sutherland, Brand Management, Richard Shotton, Harriman House, Richard Chataway


How Narratives Improve Ideas And Decisions

The single biggest problem in communication is the illusion that it has taken place. ~ George Bernard Shaw How do Amazon’s leaders decide what to do and what not to do? How do they develop ideas and rationalize them? Much the same way they hire the best people. They use the narrative process to answer these questions and to capture and explain their ideas. The Killer Feature: Clarity Michael Porter, Harvard professor of strategy, has stated that “strategy is about making choices, trade-offs;...
Tags: Amazon, Jeff Bezos, George Bernard Shaw, Branding, Jpmorgan, Bezos, Gordon Smith, McGraw Hill, Brand Management, Greg Satell, Blake Project, John Rossman, Clarity Michael Porter Harvard, Llew Mason


Converting Brand Crisis To Brand Opportunity

Our current situation is one of disruption, fear and uncertainty. However, there is one thing we do know with certainty. This situation will end, and the rebuilding will begin. As marketers, the question for us is simply this: What should we be doing now to weather this crisis while positioning our brands for the other side of it? Most economists do believe that there will be a sharp rebound driven by pent-up demand. Assuming that’s true, will your brand be ready? I challenge my fellow marke...
Tags: Apple, Steve Jobs, White House, Winston Churchill, Branding, Hanlon, Jessica Stillman, Patrick Hanlon, Brand Management, Workshop NOW ONLINE Branding Strategy Insider


Will Your Brand Pass The Empathy Test?

A few years ago here on Branding Strategy Insider, I wrote a piece on empathy, observing the importance of this characteristic in connecting brands with their customers. Empathy validates the feelings, concerns, aspirations and fears someone has, and says, “I understand.” This is not only reassuring but adds relevance to the relationship, as in “we (customer and brand) are together in this.” Of course, nothing crystalizes the need for empathy more than a crisis. The COVID-19 pandemic is fille...
Tags: Branding, Brand Management, Workshop NOW ONLINE Branding Strategy Insider


Keep your branding on point with LucidPress

The design software with millions of users is now offering its sharp, creative marketing-asset design tool to the real estate industry, and there's nothing not to like about it.
Tags: Technology, Marketing, Radio, Teams, Marketing Software, Lucidchart, Brand Management, Software Reviews, Brokerage, Select, PROPtech, LucidPress, Tech Reviews, Real Estate Technology Reviews, Design Software


6 Ways To Use Nostalgia In Marketing

While nostalgia marketing isn’t new, it is particularly relevant today at a time when people feel increasingly lonely on one hand and distrust brands and corporations on the other. Although nostalgia is not for every brand. In some cases, nostalgia can marginalize your brand by emphasizing that it is out of touch and is no longer relevant to consumers. Radio Shack initially scored big with its 2014 Super Bowl ad, featuring icons from the 1980s such as wrestler Hulk Hogan, the iconic DeLorean ...
Tags: Facebook, Instagram, Radio Shack, Patagonia, Levi Strauss, Polaroid, Kfc, Branding, Tbt, Sanders, Ben Jerry, Jenny, Hulk Hogan, Calabasas California, Brand Management, Workshop NOW ONLINE Branding Strategy Insider


New Revenue Models For A Connected World

The average American spends $384 per year on dental care between out-of-pocket expenses and insurance co-pays. That’s about $10,000 on dental care over three decades, on top of the hassle of scheduling appointments, getting to them, waiting, and the pain of the care—a pain point if there ever was one. Now, imagine that you are the CEO of an oral care or medical device company. You invent an amazing toothbrush that detects plaque and cavities before dentists or patients do. Using the insights ...
Tags: Boston, Philadelphia, Jackson, Branding, Selena, Brand Management, Harvard Business School Publishing Corporation, Connected World, Nicolaj Siggelkow, Workshop NOW ONLINE Branding Strategy Insider


Building Valuable Brands In Uncertain Times

What is valuable? That’s a carefully answered question in times of uncertainty. Today is no exception, people are re-evaluating what is valuable in their lives and what is not. With a recession all but official and in lock-step with a health crisis, brands must be thinking about how they are going to remain valuable to those most important to their future. The past offers brands important and timely insights that can help take the edge off of the uncertainty. During the last recession brands ...
Tags: Usa, Branding, Los Angeles California, JWT, Brand Management, Blake Project, Derrick Daye


Hot Pockets, Strategy and the Right-Sizing of Trademark Protection?

We’ve covered many trademark and brand management themes over the last eleven years, this falls in the category: The Right-Sizing of Trademark Protection? As reports emerge about the recent Coronavirus fear driving people to clear store shelves to stock their home pantries and freezers, a Hot Pockets TV ad hit me. Clearly consumer packaged goods and non-perishable or frozen food products, like Hot Pockets, are likely to enjoy an uptick in demand, at least in the short term. The Hot Pockets pack...
Tags: Food, Television, California, Wikipedia, Advertising, Marketing, Articles, Austin, Uspto, Goodwill, Singularity, Logos, Branding, Likelihood Of Confusion, Trademark Registration, Nestle


Brand Leadership In Times Of Covid-19

Covid-19 is impacting nearly every sector of the economy. I live in Seattle, which was where the first case and deaths happened in the US. Companies large and small are doing their best to have employees work from home, which is easy for lots of us “knowledge workers” to do. But it’s not easy for the millions of workers in professions that require them to interact with others in person. Almost immediately after Microsoft asked employees in the pacific northwest to work from home, they release...
Tags: Microsoft, US, Qantas, Las Vegas, Seattle, Branding, Brad Smith, Brand Management


New Standards For Brand Valuation And Evaluation

Brands are inarguably among the largest assets a company owns, but they are difficult to value accurately. Thus, it is surprising that most marketing professionals, and managers more generally, are unaware of the emerging international standards for measuring, monitoring and reporting brand valuation, the monetary worth of a brand, and brand evaluation, the health of a brand. Even as U.S. accountants continue to avoid the creation of standards for measuring and reporting on one of a firm’s mo...
Tags: ISO, Branding, David Stewart, Brand Management, International Organization for Standardization ISO, Contri, Factors That Influence Brand Health, ISO Brand Evaluation Standards, Greater Organizational Influence Marketing


National Geographic: From Reverence To Relevance

Recently I spoke with Tammy Abraham, Vice President, Corporate Partnerships for National Geographic, who provided extensive insight into the National Geographic Brand. Tammy reveals NatGeo took an enormous leap from reverence to relevance over the last ten years, evolving from a magazine to a multi-channel publisher. Historically, readers cherished National Geographic, saving and protecting their magazine collection as a prized possession. While our parents and grandparents had this extreme r...
Tags: Youtube, Nike, Tammy, National Geographic, Branding, NatGeo, Tammy Abraham, Brand Management, Workshop Branding Strategy Insider


Gaming: The Next Frontier For Brand Activations

The gaming industry is predicted to be worth $300 billion by 2025. In 2019, both Apple and Google launched gaming platforms (Apple Arcade and Stadia, respectfully) that are changing standards and increasing accessibility to a diverse set of games. Smart brands are taking notice, uncovering new ways to connect with people in formats that aren’t expected. A JWT Intelligence report highlights some interesting cases, starting with gaming celebrities. A Fortnite megastar known as Ninja (real name ...
Tags: Apple, Google, Amazon, Microsoft, Adidas, Netflix, Tencent, Hulu, League Of Legends, Branding, Louis Vuitton, Uzi, JWT Intelligence, LPL, Brand Management, Nicolas Ghesquière


Consensus: The Unsung Hero Of Strategy

A key component in any brand strategy effort is consensus among the brand’s leadership team. Without it, the risk of failure increases if full support for the strategy is lost later on. On a recent trip to Boston, I was working with a client that had a number of stakeholders at odds with each other on several important issues the brand was facing. Knowing this going in, I opened the workshop with a story I heard several years ago about advertising legend Bill Bernbach. In times when opposin...
Tags: Boston, Bill, Branding, Bill Bernbach, Brand Management


The Branding 4.0 Business 4.0 Strategy Workshop

Senior leadership teams are facing increasing challenges when it comes to leading in a world where the lines between marketplace, workplace, community and environment have disappeared; a world where brand and marketing interacts with talent and human capital and all of that interacts with employee and customer experience, as well as finance, operations, supply chain, compliance and more. Add internal silos and often-conflicting agendas and objectives to the mix, not to mention competitive pre...
Tags: Branding, Los Angeles California, Brand Management, Derrick Daye, Strategy Workshop, Workshop Design Week, Workshop Week


Branding 4.0 For The 4th Industrial Revolution

In August 2019, 181 of the most powerful CEOs in the world, representing corporate giants such as JP Morgan Chase, Amazon, and Apple, made an extraordinary commitment. This commitment is so revolutionary that fully executed it will impact every facet of corporate America, from finance to governance, legal to investments, and performance to ownership. It will impact regulation, reputation, and relationships. And it will impact you. The Commitment These 181 CEOs committed to lead their compani...
Tags: Apple, Google, UK, Microsoft, Nokia, US, America, Unilever, Davos, United States, New York Times, Bill Gates, Patagonia, Airbnb, Deloitte, Gates


Reframing Brand Problems For A Bigger Future

When Steve Jobs met Robert Friedland in 1972, Robert was the spiritual seeking proprietor of an apple farm commune. He introduced Steve Jobs to a principle called the ‘reality distortion field’. In his 2011 biography Steve Jobs told his biographer, Walter Isaacson, ‘Friedland…turned me on to a different level of consciousness’. The ‘reality distortion field’ is an extreme version of what the psychologist Daniel Kahneman calls a ‘pervasive optimistic bias’ in his book: ‘Most of us view the wor...
Tags: Google, Steve Jobs, Nike, Netherlands, Martin Luther King, Kennedy, Branding, Robert, Daniel Kahneman, Friedland, Walter Isaacson, Robert Friedland, Brand Management, Kogan, Thomas Gad, Tjaco Walvis


Marketing’s Overlooked Contribution To Cash Flow

The specific contributions of marketing to the success of an organization are rarely found on balance sheets or income statements. Thus, it is easy to overlook or discount the role of marketing as the foundation of a flourishing business. Yet, read the CEO’s letter to shareholders in most annual reports and two marketing driven outcomes are almost always represent: growth and cash flow. Put growth together with cash and the result is incremental cash flow. The ultimate measure of marketing’s ...
Tags: Marketing, Branding, Marketers, David Stewart, Brand Management, Contri