Posts filtered by tags: Brand Management[x]


 

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


Trust: The Brand Opportunity Of Our Times

Trust continues to be among the most important issues of our time: Trust in government, trust in the media and trust in brands. A report I look forward to reading every year is Edeleman’s Trust Barometer, which turns 20 this year. The results come from 34,000 respondents in 28 distinct markets, which give it a unique and credible global perspective. As you might expect, the world is having trouble with trust, and it has been in decline for quite some time. But this year, there’s an odd parado...
Tags: Branding, Brand Management, Brand Research Brand Strategy Brand Licensing, Greta Thunberg, Blake Project Can Help You Build


5 Trends Behind Growing Brand Communities

The Big Game” is no longer what’s happening on T.V., but rather the struggle for attentiveness in a noisy world. And the brand that wins an unfair share of buzz and media attention during Super Bowl Sunday, might not even be one that has an ad. Traditionally, the Super Bowl has offered marketers a chance to drive sales, build brand affinity, and project a level of cultural relevancy. Yet, with declining game viewership and increased social follower counts of brands, the new reality is that a ...
Tags: Google, Amazon, Beyonce, Instagram, Super Bowl, Southwest Airlines, Anthony Hopkins, Alexa, Giphy, Branding, Pepsi, Brand Management, Kai Wright, Cardi B Rebel Wilson Gordon Ramsey


Customer feedback is a development opportunity

Kyle Lomeli Contributor Share on Twitter Kyle Lomeli is the CTO and a founding engineer at CarGurus.com. Online commerce accounted for nearly $518 billion in revenue in the United States alone last year. The growing number of online marketplaces like Amazon and eBay will command 40% of the global retail market in 2020. As the number of digital offerings — not only marketplaces but also online storefronts and company websites ...
Tags: Amazon, Startups, Column, Privacy, Developer, Etsy, Ebay, Marketing, Tech, Customer Experience, United States, Salesforce, Usability, Cargurus, Cto, Product Management


Internal Brand Threat: Decisions By Committee

In his autobiography, “Confessions of an Advertising Man,” legendary advertising pioneer David Ogilvy, tells how he was once invited to a corporate meeting to compete for a major account. When he entered in the chairman’s board room, the chairman said, “Mr. Ogilvy, we are interviewing several agencies. You have exactly fifteen minutes to plead your case. Then I will ring this bell and the next agency waiting outside will follow you.” Ogilvy quickly asked: “How many people will be involved i...
Tags: David, Committee, Branding, Ogilvy, David Ogilvy, Brand Management, Blake Project Can Help


The all-in-one solution vs. best-in-class: A head-to-head comparison

In a recent interview, Agent Image Co-founder and Managing Partner Jon Krabbe shared his insights on how agents today can build their digital presence. We also spoke about the need for today’s agent to shape a tech stack that meets their goals.
Tags: Sponsored, Advertising, Marketing, Digital, Radio, CRM, Branding, All-in-one, IDX, Brand Management, Brokerage, Backend Solutions, Agent Image, Jon Krabbe, Agent Image Co


How to Rebrand Yourself and Your Business for the New Year

by Robert Clough It takes up to seven impressions before you even start building brand awareness with a consumer. In order to increase brand awareness, you need a stand-out, consistent brand that catches the eye. It also takes 10 seconds for consumers to form an impression of your brand. With that in mind, you need to make every second count! Learning how to rebrand yourself and your business can give you an advantage in your industry. Otherwise, you're falling into the crowd--and potenti...
Tags: Seo, Brand Building, Don, Brand Management, Robert Clough


American Airlines starts trialing Google Nest Hubs as translators in its lounges

Delta is keynoting CES today and launching a slew of updates to its digital services. Its competitors don’t want to be left behind, of course, so it’s probably no surprise that American Airlines also made a small but nifty tech announcement today. In partnership with Google, American will start trialing Google Nest Hubs and the Google Assistant interpreter mode in its airport lounges, starting at Los Angeles International Airport this week. The idea here is to make it easier for the company’s...
Tags: Google, TC, Gadgets, Tech, Customer Experience, United States, Delta, Airline Industry, Aviation, Airlines, Japan Airlines, Assistant, American Airlines, Los Angeles International Airport, Brand Management, CES 2020


Brands And Customers: How Close Is Too Close?

The goal of every brand should be to create as many loyal customers as possible. But for a few brands, loyalty can go a step further into all out fandom. These groups of highly enthusiastic and engaged customers represent a well-spring of ideas, possibilities and raw, qualitative sentiment. In B2C, we find fan communities built around toys to snack foods to quick service restaurants. In B2B, there are user groups built around core technologies and equipment that would give any “My Little Pony...
Tags: Amazon, US, Lego, Harry Potter, Branding, Brand Management, Julia Goldin, Guardian Lego, Guardian Adam White


30 Must Read Articles On Brand Management

As we look ahead to a new year and a new decade we can be optimistic knowing that we have more wisdom in our possession to navigate the challenges and capitalize on the opportunities that lead to stronger brands. Since 2006 we’ve shared thousands of thought pieces on Branding Strategy Insider, focused on the most important concepts in brand management. This year was no exception. From start to finish we recorded the shaping forces of strategy, markets, culture, consumer behavior, over-commu...
Tags: Branding, WAMU, Brand Management, Value Of Brands, Applying Hollywood Story Techniques To Brands, Three Ways To Build Brands, Blake Project Can Help Your Brand


Leveraging Nostalgia For Brand Relevance

Nostalgia can be a powerful ally in building brands. As Dr. Bob Deutsch observed here on Branding Strategy Insider, “As we age our nostalgic yearnings grow, making us more receptive to advertisers and marketers use of what researchers call ‘a longing for positive memories from the past.’ In addition to time’s arrow, this desire for nostalgia is further intensified by society’s present circumstance of receding predictability and opportunity.” A recent report from the folks at JWT Intelligence ...
Tags: UK, Coldplay, Branding, Billie Eilish, JWT Intelligence, Brand Management, Bob Deutsch, Kai D Wright, North Wales Daily Post, US Canada China Indonesia, Marie Stafford


How Instant Rewards Create Brand Advantages

Founded in 2007 by MIT students Drew Houston and Arash Ferdowsi, Dropbox did no advertising at all. By relying only on existing customers to attract new ones, Dropbox still succeeded in becoming one of the leading cloud storage providers. But there were other businesses offering the same services. What made Dropbox so much more successful than others who had been in business for years? It was a simple idea: instant reward. It is hardwired into our brains to overvalue immediate gains, and over...
Tags: Drew Houston, Mit, Dropbox, Branding, Brand Management, Kogan, Thomas Gad, Contri, Arash Ferdowsi Dropbox


Leveraging Nostalgia For Brand Relevance

Nostalgia can be a powerful ally in building brands. As Dr. Bob Deutsch observed here on Branding Strategy Insider, “As we age our nostalgic yearnings grow, making us more receptive to advertisers and marketers use of what researchers call ‘a longing for positive memories from the past.’ In addition to time’s arrow, this desire for nostalgia is further intensified by society’s present circumstance of receding predictability and opportunity.” A recent report from the folks at JWT Intelligence ...
Tags: UK, Coldplay, Branding, Billie Eilish, JWT Intelligence, Brand Management, Bob Deutsch, Kai D Wright, North Wales Daily Post, US Canada China Indonesia, Marie Stafford


How Instant Rewards Create Brand Advantages

Founded in 2007 by MIT students Drew Houston and Arash Ferdowsi, Dropbox did no advertising at all. By relying only on existing customers to attract new ones, Dropbox still succeeded in becoming one of the leading cloud storage providers. But there were other businesses offering the same services. What made Dropbox so much more successful than others who had been in business for years? It was a simple idea: instant reward. It is hardwired into our brains to overvalue immediate gains, and over...
Tags: Drew Houston, Mit, Dropbox, Branding, Brand Management, Kogan, Thomas Gad, Contri, Arash Ferdowsi Dropbox


Virtual product placement is coming for TV and movies and Ryff has raised cash to put it there

In a world where ad rates are declining for traditional broadcast media, the corporations responsible for making the fictions that millions devour daily need to find a new business model. Subscription services are on the rise — with every major broadcaster launching an on-demand service — and so are ad-supported video streaming services to replace the traditional networks. But there’s another holy grail of the advertising industry, long thought to be too technologically difficult to achieve, tha...
Tags: TC, Marketing, Tech, Content Marketing, Ceo, Netflix, United States, Machine Learning, Product placement, Hulu, Director, Branded Content, Streaming Services, Forrester Research, Crunchbase, Online Advertising


Best practices on building your digital brand

In a recent interview, Agent Image Co-founder and Managing Partner Jon Krabbe shared his insights on how agents today can build their digital presence. Just past their twentieth year, Krabbe and the Agent Image team know of which they speak.
Tags: Sponsored, Real Estate, Marketing, Radio, Agent, Digital Advertising, Online Marketing, Branding, Online Advertising, Digital Marketing, Brand Management, Kofi Nartey, Krabbe, Agent Image, Jon Krabbe, Best practices on building your digital brand