Harvard marketing guru Ted Levitt made his mark with a number of pithy ideas about the role of marketing and the purpose of business, all of which rested

Branding Strategy Insider | Advertising

29.01.2025

Brand Strategy For Revitalizing A Declining Brand - Branding Strategy Insider

In our current environment, there are brands taking the opportunity to revitalize. CoverGirl and Burberry are two brands implementing turnarounds. These

Branding Strategy Insider | Advertising

28.01.2025

The Value Of Distinctive Brand Assets In B2B And B2C - Branding Strategy Insider

B2B and B2C brands are often assumed to be very different. One big assumption is that B2C brands are bought on emotions and B2B brands are bought on

Branding Strategy Insider | Advertising

24.01.2025

Consumer Shifts Drive A New Approach To Brand Building - Branding Strategy Insider

It's time for a new brand-building system to meet the shifting needs of today's consumers. One that acknowledges that: Consumers have changed The levers

Branding Strategy Insider | Advertising

23.01.2025

The Brand Advantage Of Investing In People - Branding Strategy Insider

Innovation in fast food is often measured by the sizzle of a new product launch or the sleekness of a digital ordering kiosk. Yet Southpaw, a fast-growing

Branding Strategy Insider | Advertising

22.01.2025

Don't Abandon A Winning Brand Promise - Branding Strategy Insider

Why would a brand give up on a winning brand promise? Why not contemporize that winning brand promise? Why decide it is best to copy strategies from other

Branding Strategy Insider | Advertising

21.01.2025

Business And Brand Mechanics Require Heart - Branding Strategy Insider

The Tin Man in the Wizard of Oz wasn’t originally designed with a heart because he’s, well, a machine. Yet it was the heart he wanted and inevitably

Branding Strategy Insider | Advertising

17.01.2025

3 Strategic Questions For Building A Pro-Active Brand - Branding Strategy Insider

I believe a good life is like a good sentence – we craft it in the active voice, not the passive. Act on the world, rather than have it act on you. As we

Branding Strategy Insider | Advertising

16.01.2025

Brand Strategy Requires A Target Audience First Approach - Branding Strategy Insider

I’ve been going to meetings, with both B2C and B2B clients, for over 25 years now. Many things have changed over this time, from how we present (no more

Branding Strategy Insider | Advertising

15.01.2025

How Big Brands Can Adopt Challenger Strategies - Branding Strategy Insider

According to Wikipedia and taken from a variety of business books and articles, “A challenger brand is a brand in an industry where it is neither the

Branding Strategy Insider | Advertising

14.01.2025

Brands Are The Business Lever For Financial Strength - Branding Strategy Insider

Everyone knows what a brand is, and few consumers do not have a few favorite brands for which they will pay a premium price or exert extraordinary effort

Branding Strategy Insider | Advertising

10.01.2025

Well Positioned Brands Have The Advantage - Branding Strategy Insider

Imagine for a minute the experience consumers encounter when grocery shopping. As they enter a store or navigate online, in any given category, people

Branding Strategy Insider | Advertising

09.01.2025

Brands Face New Levels Of Consumer Anger - Branding Strategy Insider

An angry undercurrent of frustration with brands haunts the marketplace. This, perhaps, has never been more evident than in the recent murder of

Branding Strategy Insider | Advertising

07.01.2025

The Powerful Promise Of Civic Brands - Branding Strategy Insider

As we enter the New Year, let’s think about the significance of brands slightly differently. Let’s think about the reciprocal, significant connections

Branding Strategy Insider | Advertising

20.12.2024

Brand Culture Alignment Drives M&A Success - Branding Strategy Insider

While the coming year will undoubtedly usher in new products and innovation, it will also bring corporate change to many retailers, distributors, and

Branding Strategy Insider | Advertising

19.12.2024

Competing On Sameness: The Marketing Mistake Of Our Times - Branding Strategy Insider

What happens when brand magnetism starts to fade, and why are we seeing an epidemic of brands that exist in ever smaller bands of separation and

Branding Strategy Insider | Advertising

18.12.2024

How To Win CFO Support For Brand Investment - Branding Strategy Insider

The message from the fourth floor was loud and clear: “We need to reverse declining revenues.” Carol, the CMO of a medium-sized pet food brand, knows well

Branding Strategy Insider | Advertising

17.12.2024

How Arrogance and Short-Termism Destroy Brands - Branding Strategy Insider

The CEO of Stellantis, Carlos Tavares, is gone. Booted out of the company he helped create. Stellantis is the automotive entity that includes PSA Groupe

Branding Strategy Insider | Advertising

11.12.2024

Product Launch Strategy Guide - Branding Strategy Insider

You may agree new product introductions are the lifeblood and engine powering growth of most CPG food, beverage and lifestyle brands. Annual company

Branding Strategy Insider | Advertising

10.12.2024

What Today's McDonald’s Can Learn From Ray Kroc - Branding Strategy Insider

The McDonald’s National Owners Association held their annual conference this past November 2024. One of the keynote speakers was to be Larry Light. If you

Branding Strategy Insider | Advertising

05.12.2024

The Strategy Behind Amazon’s Latest Grocery Concept - Branding Strategy Insider

Ever since Amazon purchased Whole Foods in 2017, observers, pundits, analysts, investors and the curious have wondered how Amazon would shake up the

Branding Strategy Insider | Advertising

04.12.2024

How To Design Brand Strategy For Growth And Success - Branding Strategy Insider

While the term strategy is invoked routinely in marketing plans, in truth, actual strategy is often missing, misapplied, or simply misunderstood. Here we

Branding Strategy Insider | Advertising

03.12.2024

Six Ways AI Impacts Marketers And Consumers - Branding Strategy Insider

Is AI the end of Marketing? Answering this question in the affirmative puts you in fraught company. Many have proclaimed the end of marketing before. In a

Branding Strategy Insider | Advertising

28.11.2024

When To Change A Brand: Reposition, Refresh, Or Rebrand - Branding Strategy Insider

The recent criticism of the new advertising for Jaguar has focused attention on when repositioning of a brand is necessary and effective. The positioning

Branding Strategy Insider | Advertising

27.11.2024

The Four Phases Of Internal Marketing - Branding Strategy Insider

It is absolutely essential to face the facts when a brand is in turnaround mode. Letting everyone know exactly where the brand stands relative to where

Branding Strategy Insider | Advertising

26.11.2024

Three Lessons From The Collapse Of Atari - Branding Strategy Insider

Nolan Bushnell knew he had a hit when he heard about the trouble at Andy Capp’s Tavern. Atari's founder had created only one prototype of its first video

Branding Strategy Insider | Advertising

22.11.2024

The Critical Test For Business And Career Relevance - Branding Strategy Insider

Change sucks. But irrelevance is even worse. Today most firms, institutions and individuals are grappling with 3 levels of relevance. Does my firm have a

Branding Strategy Insider | Advertising

21.11.2024

Brand Leadership: Aim For Different, Not Better - Branding Strategy Insider

It's time to reorient your thinking on the most effective deployment of your investments in marketing communication. You can start by breaking free from

Branding Strategy Insider | Advertising

19.11.2024

Why Your Brand May Suffer Commodity Status - Branding Strategy Insider

In 2018, Harvard Business Review included an article on its website titled, “ When It’s Smart to Copy Your Competitor’s Brand Promise”. The authors were

Branding Strategy Insider | Advertising

15.11.2024

How Brands Can Counter Consumer Uncertainty - Branding Strategy Insider

What trails consumer decisions like an ever-present shadow and has profound influence on the path to purchase? Fear and risk aversion. Fear is a pervasive

Branding Strategy Insider | Advertising

14.11.2024

Start Your Marketing Job Search Here - Branding Strategy Insider

Navigating the competitive job market can be challenging, especially in the fast-evolving world of branding and marketing. For those seeking an edge,

Branding Strategy Insider | Advertising

13.11.2024

The Trust Power Strategy Behind Leading Brands - Branding Strategy Insider

Trust is an important ingredient in our daily lives. We trust the advice of total strangers online when making decisions about restaurants and hotels. We

Branding Strategy Insider | Advertising

07.11.2024

Revitalizing The Celestial Seasonings Brand - Branding Strategy Insider

If you are a person of a certain age, you remember that a food revolution took hold in the late 1960’s. Put aside the visions of bell-bottom jeans,

Branding Strategy Insider | Advertising

01.11.2024

Deeper Brand Meaning Drives Business Growth - Branding Strategy Insider

There is no substitute for a relevant, focused brand story that capitalizes on a form of ‘secret sauce’ -- conjuring added meaning, purpose and value to

Branding Strategy Insider | Advertising

31.10.2024

How The U.S. Presidential Election Impacts Brands - Branding Strategy Insider

Every presidential election cycle of this century has felt like the most important one yet, to the point that saying so has become a cliché. This time

Branding Strategy Insider | Advertising

30.10.2024

Starbucks Needs A Plan To Win - Branding Strategy Insider

There is a lot riding on Brian Niccol’s shoulders as he takes the helm at Starbucks. Barron’s, the financial newspaper, noted this week that Starbucks

Branding Strategy Insider | Advertising

25.10.2024

Trust Failures Infect Successful Brand Building - Branding Strategy Insider

Now more than ever, earning consumer trust is paramount to the growth and development of your business. You can’t claim it. You can’t invoke it. Trust is

Branding Strategy Insider | Advertising

24.10.2024

How Flawed Pricing Strategy Creates New Competition - Branding Strategy Insider

Just recently, The Wall Street Journal featured three articles about grocery prices. Apparently, Nestlé, maker of Kit Kat and Purina, is offering discount

home›Branding Strategy Insider | Advertising›Marketing

Branding Strategy Insider | Advertising - Marketing

The Myth Of The Consideration Set - Branding Strategy Insider

How Brands Help Business Solve Problems - Branding Strategy Insider

Brand Strategy For Revitalizing A Declining Brand - Branding Strategy Insider

The Value Of Distinctive Brand Assets In B2B And B2C - Branding Strategy Insider

Consumer Shifts Drive A New Approach To Brand Building - Branding Strategy Insider

The Brand Advantage Of Investing In People - Branding Strategy Insider

Don't Abandon A Winning Brand Promise - Branding Strategy Insider

Business And Brand Mechanics Require Heart - Branding Strategy Insider

3 Strategic Questions For Building A Pro-Active Brand - Branding Strategy Insider

Brand Strategy Requires A Target Audience First Approach - Branding Strategy Insider

How Big Brands Can Adopt Challenger Strategies - Branding Strategy Insider

Brands Are The Business Lever For Financial Strength - Branding Strategy Insider

Well Positioned Brands Have The Advantage - Branding Strategy Insider

Brands Face New Levels Of Consumer Anger - Branding Strategy Insider

The Powerful Promise Of Civic Brands - Branding Strategy Insider

Brand Culture Alignment Drives M&A Success - Branding Strategy Insider

Competing On Sameness: The Marketing Mistake Of Our Times - Branding Strategy Insider

How To Win CFO Support For Brand Investment - Branding Strategy Insider

How Arrogance and Short-Termism Destroy Brands - Branding Strategy Insider

Product Launch Strategy Guide - Branding Strategy Insider

What Today's McDonald’s Can Learn From Ray Kroc - Branding Strategy Insider

The Strategy Behind Amazon’s Latest Grocery Concept - Branding Strategy Insider

How To Design Brand Strategy For Growth And Success - Branding Strategy Insider

Six Ways AI Impacts Marketers And Consumers - Branding Strategy Insider

When To Change A Brand: Reposition, Refresh, Or Rebrand - Branding Strategy Insider

The Four Phases Of Internal Marketing - Branding Strategy Insider

Three Lessons From The Collapse Of Atari - Branding Strategy Insider

The Critical Test For Business And Career Relevance - Branding Strategy Insider

Brand Leadership: Aim For Different, Not Better - Branding Strategy Insider

Why Your Brand May Suffer Commodity Status - Branding Strategy Insider

How Brands Can Counter Consumer Uncertainty - Branding Strategy Insider

Start Your Marketing Job Search Here - Branding Strategy Insider

The Trust Power Strategy Behind Leading Brands - Branding Strategy Insider

Revitalizing The Celestial Seasonings Brand - Branding Strategy Insider

Deeper Brand Meaning Drives Business Growth - Branding Strategy Insider

How The U.S. Presidential Election Impacts Brands - Branding Strategy Insider

Top 10 Questions For Optimizing Brand Health - Branding Strategy Insider

Starbucks Needs A Plan To Win - Branding Strategy Insider

Trust Failures Infect Successful Brand Building - Branding Strategy Insider

How Flawed Pricing Strategy Creates New Competition - Branding Strategy Insider

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