Branding Strategy's articles

  1. Media & Marketing
In theory, there are four ways to grow your brand. Get more people to buy it Charge more for it Get existing buyers to buy it more often Retain more customers than previously In practice, long-term growth almost always comes from getting more people to buy your brand (Ehrenberg 1969). In How Brands Grow, Byron […]
  1. Media & Marketing
There is no debate about the value of brands and other intangible assets. Brands are generally thought to account for more than one-third of the value of businesses listed on the Standard and Poor’s 500 Index. Contrary to some reports, brand value can be measured in economic terms, and the economic value of brands continues […]
  1. Media & Marketing
We live in an uncertain world. We have become more skeptical and distrusting. Our environment seems unsettled, unpredictable and unstable. And, then, to magnify these feelings, we experienced Covid-19. During the coronavirus pandemic, many behaviors and attitudes changed. Our desires for satisfaction of contradictory needs and wants grew stronger. We simply do not want to […]
  1. Corporate Strategy
Today on Branding Strategy Insider, we’re sharing ten of the most beneficial books for Chief Marketing Officers (CMOs). These titles hold significance due to their ability to help shape and guide how marketing leaders approach their role, from fundamental marketing principles to innovative growth strategies. We think you will find that each offers a great […]
  1. Media & Marketing
What consumers want most from a brand is a good product or service. Nobody wants to do business with the devil, though, so values are important. And people pay attention. But the bottom-line is product-first. Other things come into play, but those are not what bring people to a brand. People want specific things for […]
  1. Corporate Strategy
Ask a Chief Marketing Officer about the challenges they confront in their organizations and the relationship with the CFO is frequently near the top of the list. The same conversation with the Chief Financial Officer usually includes frustration with marketing. Such tension is normal, and if managed well (hello, CEO) can by healthy and productive […]
  1. Data & Insights
Enterprises struggle with disruption. Their records of dealing with major disruptive technologies – such as the advent of the web, smartphone, and cloud – are generally not encouraging. Responses are often too narrow, reactive, and late. In our team’s close collaborations with the late Harvard Business School Professor Clayton Christensen and since we’ve seen a […]
  1. Shopper & Customer
Some things just never work. At least not for building brands or value propositions. Yet, over and over again, we keep trying to make a go of these things. So, today, I want to share my list of things that I believe are dead-ends for brands—things that seem promising but turn out mostly to be […]
  1. Media & Marketing
Something interesting is happening in brand management. Increasingly, we read about brand-businesses that are focusing on Brand Equity. It has been decades since the topic of Brand Equity was mentioned in press releases and earnings calls. Brand Equity is more than a phrase; it is an investment in enduring profitable growth of the brand-business. That […]
  1. Corporate Finance
In an effort to bring more of the rigor and discipline of financial analysis to marketing decisions, a number of scholars and consulting organizations have attempted to apply financial investment models to the management of multiple products within the firm. After all, firms manage portfolios of products. At first blush, this seems like a reasonable […]
  1. Data & Insights
While shopping for party clothes for his daughter, Shridhar Marri had his epiphany about where e-commerce should head. His daughter had just graduated from Syracuse University, and she had very specific requirements for the parties to follow. She wanted “effortless cool” that was “minimalistic, elegant, and not extravagant.” And none of the beauty products could […]
  1. Media & Marketing
Brands and businesses are talking more than ever about the environment. The percentage of ads tested by Kantar LINK with some sort of social or environmental message (SEM) held steady at 2 percent or less from 2010 to 2019. From 2020 to 2022, it tripled to 6 percent, and is at 5 percent year-to-date. That […]