Posts filtered by tags: Workshop NOW ONLINE Branding Strategy Insider[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


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


Embedding Brand Purpose Enterprise-Wide

A purpose statement is meaningless unless it translates into action. For that reason, let’s explore five channels through which purpose can be embedded in an enterprise – strategy, operating model, culture, internal reporting and governance. Let’s start with strategy. A company’s purpose should shape the activities it’s involved in. Outdoor clothing company Patagonia’s purpose is environmental renewal, as highlighted by its statement ‘Patagonia is in business to save our home planet’. These a...
Tags: Amazon, UK, US, Tesco, New York Times, Barclays, Patagonia, L'oreal, Reckitt Benckiser, Zappos, Novo Nordisk, Financial reporting council, Cvs, Harvard Business Review, Branding, London Business School


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