Owner: Branding Strategy Insider URL:http://www.brandingstrategyinsider.com Join Date: Sun, 03 Aug 2008 23:30:11 -0500 Rating:0 Site Description: Helping marketing oriented leaders and professionals build strong brands. Site statistics:Click here
Brand Associations: Consistency is King 2008-08-03 23:01:00 When you boil it all down, there really is only one enduring challenge in managing a brand. Once a brand has been positioned, you spend your days making sure that everything it is associated with in the target consumer's mind... Read more:Brand
, Consistency
The Law of Candor 2008-08-02 23:01:00 When you admit a negative, the prospect will give you a positive. It goes against human nature to admit a problem. For years, the power of positive thinking has been drummed into us. "Think positive" has been the subject of...
Linking Mission, Vision and Brand Promise 2008-08-01 23:01:00 When a CEO intends to build consensus around and anchor his or her organization’s raison d'être, he or she often looks to mission, vision and core values statements to do this. The CEO leads the process of crafting these statements... Read more:Brand
, Linking
, Mission
10 Keys to Aligning Organizations and Brand Promises 2008-07-31 23:01:00 I have helped many organizations build their brands from the inside out for over ten years. In the process, I have learned what is critical to the success of those endeavors. 1) RIGHT RESEARCH-INFORMED PROMISE: Your brand’s promise must be... Read more:Brand
, Organizations
, Promises
Auto Brands: Ignore the Future, Become the Past 2008-07-30 23:01:00 What will consumers do in the future? This question leaves marketers dolefully scratching their heads. The combination of market complexity and a huge number of potential economic and cultural outcomes can produce an enormous array of market permutations. Despite this,... Read more:Become
, Brands
, Future
, Ignore
Branding Small Municipalities: Visitor Attraction 2008-07-29 23:33:25 What does it take to get visitors to stop in your town? Better yet, what does it take to get them to make your town a destination? As with all other brands, your town must deliver each of the following... Read more:Attraction
, Branding
, Small
, Visitor
Marketers Are Weakening Marketing 2008-07-29 00:01:32 I had a wonderful experience with Harrison Troughton Wunderman a few years back. I was invited, along with Martin Thomas, then with Nylon, to discuss 'responsible communications' in marketing. Thomas's point was simple. Marketers
spend their lives ensuring that wherever... Read more:Marketing
Establishing a 'Branded Language' 2008-07-27 23:01:00 Disney, Kellogg's, and Gillette are three completely different brands with one commonality. Over the past decade, they've established a branded language, whether they know it or not. In my latest book, we found 74 percent of today's consumers associate the... Read more:Branded
Marketing's Great, Untold Stories 2008-07-26 23:01:00 Great marketing is great storytelling. All great religions are sold via storytelling, or parables as they are often called in Christianity. This is a good strategy; people are inherently interested in stories, whether in films or novels or, even, brands.... Read more:Great
, Marketing
, Stories
, Untold
The Future of Branding 2008-07-25 23:01:00 The Future
of Brand Management: My Prognostications: • Building emotional connection will be key • Brands will focus more on creating/engineering the total customer experience • Customer-relevant innovation will be a key success factor • Outstanding customer service will also... Read more:Branding
Social Responsibility: The Nike Story 2008-07-24 23:01:00 An odd couple was featured in the 1992 edition of Harpers Magazine. One was a sports phenomenon called Michael Jordan. The other was a young Indonesian worker called Sadisah. Sadisah, the article revealed, earned 14 cents an hour making Nike... Read more:Responsibility
, Social
The Corporate Reputation Factor 2008-07-23 23:19:39 In his white paper, “Communication as Value Builder,” Dr. David Jensen, Senior Vice President with Ketchum in Atlanta, cites a 1998 study by the Wirthlin Group, which concludes that: • “Companies with good reputations are 7 times more likely to... Read more:Reputation
Defying Demographic Segmentation 2008-07-22 23:01:00 I started to feel it in late 2006. An inchoate sensation in my knees that gradually moved up my spine as the weeks progressed until it finally started to influence my thought processes. Looking back on my actions it is... Read more:Defying
, Segmentation
Interactive Marketing: A Friend of Brands? 2008-07-21 23:01:00 A+b+c> 3a or 3b or 3c. It is the formula that explains why integrated marketing is such an important concept. Rather than spend their total budget on advertising, for example, marketers should spread it across a range of channels that... Read more:Brands
, Marketing
Of Success, Strategy and Positioning 2008-07-20 23:01:00 Success is not about having the right people, the right tools, the right attitude, the right role models, or the right organization, although all these things help. Having the right strategy is what puts an organization over the top. Strategy
... Read more:Positioning
, Success
David Ogilvy: The Creativity Mandate 2008-07-19 23:01:00 "I am supposed to be the No. 1 creative genius in the whole world, and I don't even know what the hell the word 'creativity' means. But I'm not afraid to tell creative phonies that their commercials are utter nonsense.... Read more:Creativity
, David
Great Moments in Advertising: The First Agency 2008-07-18 23:01:00 N.W. Ayer & Son was the first advertising agency in the United States, founded in Philadelphia, Pennsylvania in 1869. N.W. Ayer was responsible for some of the most enduring slogans in advertising history, including: "When it rains it pours", advertising... Read more:Advertising
, First
, Great
, Great Moments
, Moments
Cola Rivals Fight Losing Battle 2008-07-17 23:01:00 The Cola Wars have been raging for more than a century. But the ongoing fight between Coke and Pepsi has always been as much about the period in which each phase ensued as the two warring factions themselves. At the... Read more:Battle
From Commodity to Brand and Back Again 2008-07-16 23:46:19 When I teach a class on brand management I always begin with a continuum. It's a continuum that starts with the most generic of generic forms - the commodity - and ends with that most unique and specific of things... Read more:Again
, Brand
, Commodity
The Essence of Branding Strategy 2008-07-15 23:01:00 A branding program is all about differentiating your product or company from the others in your category. And, if you don't have a point of difference, you'd better have a very low price. An example was BMW, which many, many... Read more:Branding
, Essence
, Strategy
Italy's Master of Marketing Strategy 2008-07-14 23:01:00 What's red, Italian and goes from 0mph to 60mph in three-and-a-half seconds? The answer is the Ferrari Enzo. It's the highest specification Ferrari ever manufactured for the road and features a mid-mounted six-litre V12 engine, which makes 660 horsepower at... Read more:Italy
, Marketing
, Master
, Strategy
Private Label Brands: Too Powerful? 2008-07-13 23:01:00 The typical format for managerial learning at a business school usually involves students working on case studies during their classes. This approach often guarantees a much richer learning experience that the lecture format. The classic criticism of the case study... Read more:Brands
, Label
, Private
, Private Label
Co-opetition Strategy 2008-07-12 23:01:00 This competitive strategy recognizes the value of viewing the marketplace not as a “zero sum game” in which your gain is always someone else’s loss but rather as a place in which value can be created by discovering mutually beneficial... Read more:Strategy
Attitude, Behavior and Brand Loyalty 2008-07-11 23:01:00 Allan L. Baldinger and Joel Robinson of The NPD Group conducted a major study to better understand the link between attitude and behavior in brand loyalty. They found the following: • The larger the brand, the larger the group of... Read more:Behavior
, Brand
, Loyalty
The Brand Design Checklist 2008-07-10 23:07:25 Build your brand with our in-depth brand design checklist. Answer yes or no to the following... • Have you carefully defined your target customer on the following dimensions: demographics, lifestyle, values, attitudes, product usage and buying behavior? • Is this... Read more:Brand
, Checklist
Abercrombie's XXL-Sized Problem 2008-07-09 23:01:00 There are few bigger fans of Abercrombie
& Fitch than me. I may not be able to squeeze into any of its clothing, but this is a company that fits perfectly with my idea of what makes a great brand.... Read more:Problem
One-Night Stands: Not the Love Brands Need 2008-07-08 23:01:00 Consider, for a moment, how many people you have ever had sexual intercourse with. Now compare that figure with the number of people you have been in love with. Really in love. So in love that you could not live... Read more:Brands
, Night
Commodity Status is in the Mind 2008-07-07 23:01:00 When I was six I believed in the Tooth Fairy. Every time I lost a milk tooth I would carefully wrap it in tissue paper, place it under my pillow and awake the next morning to find it had been... Read more:Commodity
, Status
The Power of the Super Consumer 2008-07-06 23:01:00 I was working last week with the marketing directors of a multinational biotechnology company. It manufactures a device that alleviates the symptoms of a commonly occurring affliction. We were running five groups of patients to identify whether the device was... Read more:Consumer
, Super
Maximizing Your Ad Agency Relationship 2008-07-05 23:01:00 How can you get the most out of working with an agency? • Give them clear assignments with clear deliverables. • Tell them that you expect their best work. • Treat them with respect. • Expose them to your customers... Read more:Relationship
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