Branding Strategy
https://www.brandingstrategyinsider.com/

Branding Strategy's articles

  1. Data & Insights

AI’s Impact On The Pursuit Of Brand Difference

The biggest challenge brands face is standing out from the crowd. Kantar’s BrandZ tracking of brands across all categories worldwide finds that year-in and year-out roughly eight-in-ten brands fall short on consumer perceptions of difference. Even more brands fall short on difference that is meaningful and relevant. Difference is rare because difference is hard. The […]
4 min read
0
  1. Corporate Strategy

Planning For Brand Expansion

The growth of any brand will plateau if it is successful with its initial product range in its region of origin. Further growth must come from expanding the product range, extending geographically, or both. Before scaling your brand, the business fundamentals need to be in place. Investors seem keen to fund technology-based brands even if […]
3 min read
0
  1. Media & Marketing

Four Ways To Grow A Brand

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 […]
2 min read
0
  1. Media & Marketing

Incentivizing Brand Building

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 […]
3 min read
0
  1. Media & Marketing

Brands Respond To The New Meaning Of Belonging

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 […]
5 min read
0
  1. Corporate Strategy

10 Books For Today’s CMO

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 […]
3 min read
0
  1. Media & Marketing

How Brands Can Balance Products, Politics And Values

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 […]
3 min read
0
  1. Corporate Strategy

How Marketers Can Help CFOs Succeed

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 […]
4 min read
0
  1. Data & Insights

3 Ways Marketing Innovators Can Embrace A.I.

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 […]
7 min read
0
  1. Shopper & Customer

6 Strategic Dead-Ends For Brands

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 […]
7 min read
0
  1. Media & Marketing

The Resurgence And Rewards Of Brand Equity

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 […]
4 min read
0
  1. Corporate Finance

Why Brand Investments Are Different

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 […]
4 min read
0