Branding Strategy's articles

  1. Shopper & Customer
Trust matters. This one word – so loaded with meaning and impact – drives competitive market share and pricing in industry after industry where outputs are hard to assess or delivered as a service. Moreover, if a customer doesn’t trust a company, loyalty will be fickle. Trust should not be taken for granted. In a […]
  1. Department: Consumer Durables
When Nike’s ten business development principles were written by Rob Strasser in 1977 the words marketing, systems, research and planning were all dirty words inside of Nike’s culture. I know, I was there at a critical time in Nike’s growth. During those days Nike had very idiosyncratic, gruff, scruffy but brilliant leaders, who even thought […]
  1. Media & Marketing
By definition, consumption is ritualistic and all rituals have heroes. Consumers become actors that play the role of the hero to satisfy their ego through consumption. When identifying with a brand and consuming its product, we hope it will transform us into a better, heroic person. Ultimately, marketers’ goals must be to establish a ritual […]
  1. Shopper & Customer
Market segmentation is fundamental to brand-business building. When creatively and intelligently managed, market segmentation can provide insight into: Superior understanding of the customer so the brand-business can provide outstanding competitive advantage; Strategic focus that is essential for effective marketing; Identifying market priorities that can drive brand-business strategies. Dollar General applied market segmentation to generate its […]
  1. Shopper & Customer
Brands are all about customer experience. Great brands deliver great experiences regardless of whether that experience is the taste of a freshly baked pizza, an exhilarating ride in sports car, or a refreshing night’s sleep on a firm mattress. Products that fail to deliver are rarely on the market for long. The responsibility for brand […]
  1. Media & Marketing
Based on events of 2022, here are twelve do’s and don’ts to keep in mind as you build your brand in 2023. Do’s 1. Do Know The Business In Which You Do Business Please be specific. For example, you are not in the restaurant business; you are not in the fast food business; you are […]
  1. Corporate Strategy
Lists of bestselling items, from books to cosmetics to music, have a strong influence on us because they signal popularity. When in doubt about what to buy, you will more than likely be drawn to the item that is mentioned to be a bestseller. This distinction helps us slip into the mindless decision-making mode because […]
  1. Shopper & Customer
We’ve been told a consumer’s path to purchase proceeds in a straight line: awareness, familiarity, consideration, purchase … and if done right, it leads to brand loyalty. It’s a logical step-by-step progression model and gives brands the confidence to manage customers’ engagement and activate them along each step in their journey. Illusion Unveiled The problem […]
  1. Department & Category
A story late last year in The New York Times about the proliferation of classes at elite business schools teaching “corporate social obligations and how to rethink capitalism” is emblematic of what has taken place with corporate social purpose over the past decade. Purpose has gone from an insurgent idea challenging capitalism to a mainstream part of 21st century capitalistic […]
  1. Shopper & Customer
The start of every New Year is filled with a flurry of forecasts about the year to come. Almost always, these predictions are wrong, which we chalk up to the state of uncertainty in our knowledge of what lies ahead. But ignorance notwithstanding we could do a better job of anticipating what is likely to […]
  1. Media & Marketing
Let’s discuss brand loyalty. It used to be a principle of marketing that a brand needed trial and repeat before you had brand loyalty. In fact, at the haven of marketing, P&G, the concept was three tries before you could feel comfortable that a customer had become a loyal customer. And, this makes sense. Brand […]
  1. Media & Marketing
Brand voice is often described as the words and grammar you use to communicate with people. But, actually, brand voice is not only the grammar and tone of voice but the combination of words, sounds, images, lighting, taste and touch you use to attract — and become cozy with — your brand community. People can […]