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Marketers
HOW TO KEEP A HERITAGE BRAND COMPETITIVE How to evolve a well established heritage brand. Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. 5 KEYS TO BRAND POSITIONING IMPLEMENTATION Strong brands make credible, relevant, and distinctive brand promises.Even more importantly, they fulfill these every day. Developments in social media and other digital innovations have changed the world of brands. 7 WAYS TO BUILD SOCIALLY IMPACTFUL BRANDS Building on our belief “Great Marketing Should Optimize Life,” we think that today there is a powerful new model where brands (“Commerce”), nonprofits (“Conscience”), and artists (“Culture”) can work together to “Make Money and Do Good by Harnessing the Power of Cool.”. Each of these entities has valuable strengths. Brands with their budgets and customer bases have reach BRAND ADVANTAGE AND THE REASON FOR BUYING It’s tempting when your product all but parallels that of your competitors to be drawn into a meaningless war: a fight for market share that revolves around devaluing (looking to price the other guy out), trivial pursuit (nit-picking on features in a bid to show technical advantage) or overshadowing (spending up large in mainstream media in a bid to raise “awareness”). GUIDE TO DECEASED CELEBRITY LICENSING In the world of advertising and licensing, these are great days to be a dead celebrity. Brands are reimagining beloved pop culture icons from previous eras as stars of today's ads. HOW BRANDS BENEFIT FROM NETWORK EFFECTS You’re familiar with network effects. You know, the idea that if you had the only telephone on the planet it would be useless. Conversely, the more phones there are on the planet, the more each phone becomes valuable – now you can actually call someone. HOW TO IDENTIFY THE DRIVERS OF WILLINGNESS-TO-PAY The willingness-to-pay for a product or service is a result of three factors: how much a customer likes your product or service once he has it; how easy it is for him to obtain it; and how expensive it is to own the product. We will refer to the first part as consumption utility, the second part as accessibility, and the third part as thecost of ownership.
30 MUST READ ARTICLES ON BRAND MANAGEMENT A stronger brand - that's our hope for every marketing oriented leader and professional that reads our insights on Branding Strategy Insider. Since 2006 Thirty must read articles on brand management covering the shaping forces of strategy, markets, culture, consumer behavior, over-communication, category disruption, the speed in which the discipline is changing and how brands are 10 WAYS TO REIMAGINE YOUR BRAND This year has reminded businesses and brands that the work of being a consistent source of value is never finished. In helping clients reimagine their This year has reminded businesses and brands that the work of being a consistent source of value is never finished. In helping clients reimagine their offerings and relationships for lasting value we discovered ten things that may help you do BRAND LICENSING AND BRAND EQUITY The Blake Project Can Help: The Brand Licensing Audit. Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education. FREE Publications And Resources ForMarketers
HOW TO KEEP A HERITAGE BRAND COMPETITIVE How to evolve a well established heritage brand. Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. 5 KEYS TO BRAND POSITIONING IMPLEMENTATION Strong brands make credible, relevant, and distinctive brand promises.Even more importantly, they fulfill these every day. Developments in social media and other digital innovations have changed the world of brands. 7 WAYS TO BUILD SOCIALLY IMPACTFUL BRANDS Building on our belief “Great Marketing Should Optimize Life,” we think that today there is a powerful new model where brands (“Commerce”), nonprofits (“Conscience”), and artists (“Culture”) can work together to “Make Money and Do Good by Harnessing the Power of Cool.”. Each of these entities has valuable strengths. Brands with their budgets and customer bases have reach BRAND ADVANTAGE AND THE REASON FOR BUYING It’s tempting when your product all but parallels that of your competitors to be drawn into a meaningless war: a fight for market share that revolves around devaluing (looking to price the other guy out), trivial pursuit (nit-picking on features in a bid to show technical advantage) or overshadowing (spending up large in mainstream media in a bid to raise “awareness”). GUIDE TO DECEASED CELEBRITY LICENSING In the world of advertising and licensing, these are great days to be a dead celebrity. Brands are reimagining beloved pop culture icons from previous eras as stars of today's ads. HOW BRANDS BENEFIT FROM NETWORK EFFECTS You’re familiar with network effects. You know, the idea that if you had the only telephone on the planet it would be useless. Conversely, the more phones there are on the planet, the more each phone becomes valuable – now you can actually call someone. HOW TO IDENTIFY THE DRIVERS OF WILLINGNESS-TO-PAY The willingness-to-pay for a product or service is a result of three factors: how much a customer likes your product or service once he has it; how easy it is for him to obtain it; and how expensive it is to own the product. We will refer to the first part as consumption utility, the second part as accessibility, and the third part as thecost of ownership.
CREATING A NICHE FAMOUS BRAND Ask anyone who has even a passing interest in New Orleans brass bands and they will tell you they know of The Dirty Dozen Brass Band. Ask pretty much Make your brand niche famous, and make winning newbusiness easier.
30 MUST READ ARTICLES ON BRAND MANAGEMENT A stronger brand - that's our hope for every marketing oriented leader and professional that reads our insights on Branding Strategy Insider. Since 2006 Thirty must read articles on brand management covering the shaping forces of strategy, markets, culture, consumer behavior, over-communication, category disruption, the speed in which the discipline is changing and how brands are THE 30 MOST INFLUENTIAL U.S. JINGLES SINCE 1948 Earlier in the week we shared Eric Swartz’s 100 Most Influential U.S. Taglines Since 1948. There’s more from Eric, this time influential Jingles.His criteria and methodology:-More than 400 nominated U.S. taglines and jingles were sent to 100 advertising, marketing, and branding professionals on both the client and agencyside.
EFFECTIVE PRODUCT PACKAGING STRATEGY Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. 10 BENEFITS OF BRAND LICENSING There are ten key benefits to licensing your brand. Brand Licensing enables:. 1. Brand Managers to extend their brands with minimal investment. Through the licensing arrangement, third party manufacturers are responsible for everything from product development to inventory management to store replenishment. CREATING A TRANSCENDENT BRAND Being the owner of a strong enduring, financially valuable brand is what “branding” and brand management should be all about. When it comes down to it however, most marketers place the emphasis of their brand building initiatives on the decorative aspects of branding – things like making logos, taglines, imagery, and marketingcommunications.
BRANDS MUST HAVE MARKETING AND SALES ALIGNMENT Over the course of time we have shared much on the relationship between marketing and sales departments. For example, Jerome Conlon’s first person account of Nike’s journey from a sales-only culture to a marketing mindset.And Mark Di Somma’s look at the four ways brands should support sales teams.These insights resonate with marketers because the relationship between marketing and sales 4 WAYS TO ACTIVATE THE BRAND EXPERIENCE INTERNALLY Traditionally, brand and marketing stewards are focused on the needs of customers, and for the most part, this still holds true. Equipped with the latest technology and strategies, brands try to delight customers with relevant products and services in order to HOW BRANDS BUILD STRONG EMOTIONAL BONDS Recently we looked at the exercise of two kinds of power, Hard Power and Soft Power, in the advancement of building successful brands. Hard Power in marketing applies to things like clout, media budgets and sales forces, for example, to check the current competitor and intimidate the future one. GUIDE TO DECEASED CELEBRITY LICENSING In the world of advertising and licensing, these are great days to be a dead celebrity. Brands are reimagining beloved pop culture icons from previous eras as stars of today's ads.BRAND STRATEGY
Branding Strategy Insider is the global thought leader in brand strategy and brand education offering marketing oriented leaders and professionals actionable insights and a 360-degree perspective of the rapidly evolving disciplines of brand strategy and brand management. Through thought pieces from some of the world’s leading brand experts we strive to promote debate and conversation about 30 MUST READ ARTICLES ON BRAND MANAGEMENT A stronger brand - that's our hope for every marketing oriented leader and professional that reads our insights on Branding Strategy Insider. Since 2006 Thirty must read articles on brand management covering the shaping forces of strategy, markets, culture, consumer behavior, over-communication, category disruption, the speed in which the discipline is changing and how brands are THE 30 MOST INFLUENTIAL U.S. JINGLES SINCE 1948 Earlier in the week we shared Eric Swartz’s 100 Most Influential U.S. Taglines Since 1948. There’s more from Eric, this time influential Jingles.His criteria and methodology:-More than 400 nominated U.S. taglines and jingles were sent to 100 advertising, marketing, and branding professionals on both the client and agencyside.
PLACE BRANDING
This phenomenon has been labeled “place branding,” “geo-branding” and “destination marketing” among other labels. In some respects, branding places is no different than branding anything else. Finding the most powerful and unique image for the place (“unique value proposition” or “brand position”) is the most important activity. EFFECTIVE PRODUCT PACKAGING STRATEGY Information is processed incrementally in a sequenced manner. In order of perceptual importance to the mind, packaging design must support these impressions: 1. color – invokes a physical response. 2. shape – creates and supports recognition. 3. imagery – stirs emotions and fulfills needs. 4. words – informs. 6 SURE SIGNS OF A TRULY TRUSTED BRAND Other key reasons for becoming a Fan of a brand include: “to share my personal good experiences” (31%); “to share my interests / lifestyle with others” (27%); and “seeing my friends are already a Fan or Liked” (20%) People trust brands that feel most like them. The “use=them” relationship adds to the perceptions of empathy,like
WHY CONSUMERS CHOOSE ONE BRAND OVER ANOTHER This brain algorithm has three criteria that guide consumer choices of one brand over another. These are: 1. Relevance. The more distinctive and uniquely relevant a product or service is, the greater the chance it will be chosen by the customer. Relevant brands are better linked to the dopamine, or reward, system in the brain (part of the HOW TO IDENTIFY THE DRIVERS OF WILLINGNESS-TO-PAY The willingness-to-pay for a product or service is a result of three factors: how much a customer likes your product or service once he has it; how easy it is for him to obtain it; and how expensive it is to own the product. We will refer to the first part as consumption utility, the second part as accessibility, and the third part as thecost of ownership.
THE BUSINESS MODEL OF LUXURY BRANDS Luxury is a business model. This has been empirically fine tuned through time by those luxury brands that dominate the pantheon worldwide: Louis Vuitton, Chanel, Gucci, Hermès, Ferrari, Rolex and so on. These companies, many of which are still family owned, have crafted a unique common business model, a pillar of their resilienceand
MEASURING EMOTIONAL JOBS TO BE DONE The modern Mini Cooper—offered in a variety of eye-popping colors—burst onto the scene in 2001 as a chic version of an old British classic. It quickly Digging deep to uncover both the emotional and practical factors behind a purchase decision allows us to more accurately predict whether a new proposition will succeed.BRAND STRATEGY
Branding Strategy Insider is the global thought leader in brand strategy and brand education offering marketing oriented leaders and professionals actionable insights and a 360-degree perspective of the rapidly evolving disciplines of brand strategy and brand management. Through thought pieces from some of the world’s leading brand experts we strive to promote debate and conversation about 30 MUST READ ARTICLES ON BRAND MANAGEMENT A stronger brand - that's our hope for every marketing oriented leader and professional that reads our insights on Branding Strategy Insider. Since 2006 Thirty must read articles on brand management covering the shaping forces of strategy, markets, culture, consumer behavior, over-communication, category disruption, the speed in which the discipline is changing and how brands are THE 30 MOST INFLUENTIAL U.S. JINGLES SINCE 1948 Earlier in the week we shared Eric Swartz’s 100 Most Influential U.S. Taglines Since 1948. There’s more from Eric, this time influential Jingles.His criteria and methodology:-More than 400 nominated U.S. taglines and jingles were sent to 100 advertising, marketing, and branding professionals on both the client and agencyside.
PLACE BRANDING
This phenomenon has been labeled “place branding,” “geo-branding” and “destination marketing” among other labels. In some respects, branding places is no different than branding anything else. Finding the most powerful and unique image for the place (“unique value proposition” or “brand position”) is the most important activity. EFFECTIVE PRODUCT PACKAGING STRATEGY Information is processed incrementally in a sequenced manner. In order of perceptual importance to the mind, packaging design must support these impressions: 1. color – invokes a physical response. 2. shape – creates and supports recognition. 3. imagery – stirs emotions and fulfills needs. 4. words – informs. 6 SURE SIGNS OF A TRULY TRUSTED BRAND Other key reasons for becoming a Fan of a brand include: “to share my personal good experiences” (31%); “to share my interests / lifestyle with others” (27%); and “seeing my friends are already a Fan or Liked” (20%) People trust brands that feel most like them. The “use=them” relationship adds to the perceptions of empathy,like
WHY CONSUMERS CHOOSE ONE BRAND OVER ANOTHER This brain algorithm has three criteria that guide consumer choices of one brand over another. These are: 1. Relevance. The more distinctive and uniquely relevant a product or service is, the greater the chance it will be chosen by the customer. Relevant brands are better linked to the dopamine, or reward, system in the brain (part of the HOW TO IDENTIFY THE DRIVERS OF WILLINGNESS-TO-PAY The willingness-to-pay for a product or service is a result of three factors: how much a customer likes your product or service once he has it; how easy it is for him to obtain it; and how expensive it is to own the product. We will refer to the first part as consumption utility, the second part as accessibility, and the third part as thecost of ownership.
THE BUSINESS MODEL OF LUXURY BRANDS Luxury is a business model. This has been empirically fine tuned through time by those luxury brands that dominate the pantheon worldwide: Louis Vuitton, Chanel, Gucci, Hermès, Ferrari, Rolex and so on. These companies, many of which are still family owned, have crafted a unique common business model, a pillar of their resilienceand
MEASURING EMOTIONAL JOBS TO BE DONE The modern Mini Cooper—offered in a variety of eye-popping colors—burst onto the scene in 2001 as a chic version of an old British classic. It quickly Digging deep to uncover both the emotional and practical factors behind a purchase decision allows us to more accurately predict whether a new proposition will succeed. CREATING A NICHE FAMOUS BRAND Ask anyone who has even a passing interest in New Orleans brass bands and they will tell you they know of The Dirty Dozen Brass Band. Ask pretty much Make your brand niche famous, and make winning newbusiness easier.
HOW BRAND EXTENSIONS STRENGTHEN BRANDS Well-managed brand extensions strengthen brands. A really good brand extension shares character with its parent brand. At the same time, brand extensions provide a relevant and differentiated benefit from the parent. A really good brand extension will extend the frequency with which customers experience the overall brand promise.PLACE BRANDING
This phenomenon has been labeled “place branding,” “geo-branding” and “destination marketing” among other labels. In some respects, branding places is no different than branding anything else. Finding the most powerful and unique image for the place (“unique value proposition” or “brand position”) is the most important activity. 6 SURE SIGNS OF A TRULY TRUSTED BRAND Other key reasons for becoming a Fan of a brand include: “to share my personal good experiences” (31%); “to share my interests / lifestyle with others” (27%); and “seeing my friends are already a Fan or Liked” (20%) People trust brands that feel most like them. The “use=them” relationship adds to the perceptions of empathy,like
THE TWENTY MOST COMMON BRAND PROBLEMS Brand messaging is helter-skelter. That is, it varies by audience, message vehicle, campaign, etc. A crisis occurs that reinforces that the brand was never really serious about its promise. The brand becomes a “whipping boy” for some social issue. Special interest groups that disagree with the brand’s policies target the brand forattack.
8 BRAND STORYTELLING STRUCTURES Every brand wants to take their audience through an unforgettable journey, so taking the time to assess what the journey will look like is a critical part of building a brand story. There are many structures storytellers use to create different types of stories, here are eight of the most common ones. 1. Monomyth: Also referred to asthe Hero
MASLOW’S HIERARCHY AND BRAND DEVELOPMENT Maslow’s Hierarchy And Brand Development. One of the most influential innovators in psychology was the American psychologist and philosopher Abraham H. Maslow (1908-1970), who developed a transpersonal theory of human needs. Maslow believed that people are not merely controlled by mechanical forces (the stimuli andreinforcement of
WHAT THE GOOGLE BRAND TEACHES US What The Google Brand Teaches Us. by Mark Ritson. On the search engine’s 10th anniversary, we can learn from its innovative branding techniques. Happy Birthday, Google. It’s been a decade since Sergei Brin and Larry Page set up Google Inc. in a California garage. The two founders had big plans for their company back in 1998, but even they BRANDS NEED BOTH HARD AND SOFT POWER Brands Need Both Hard And Soft Power. In a new trade campaign aimed at floor covering dealers and distributors, Mohawk Industries makes a simple statement: “They say there’s power in numbers. But we believe there’s power in one.”. That “one” of course, is the Mohawk brand. The “numbers” the headline is referring to is the GUIDE TO DECEASED CELEBRITY LICENSING Today, the marketing, licensing and commercial use of dead celebrities is an estimated $3.0 billion business. Most successful campaigns use celebrities who were recognized as experts or are closely associated with the products advertised, those that tap into a celebrity’s (or deceased celebrity’s) niche appeal, and are familiar to the 30 MUST READ ARTICLES ON BRAND MANAGEMENT A stronger brand - that's our hope for every marketing oriented leader and professional that reads our insights on Branding Strategy Insider. Since 2006 Thirty must read articles on brand management covering the shaping forces of strategy, markets, culture, consumer behavior, over-communication, category disruption, the speed in which the discipline is changing and how brands are 5 KEYS TO BRAND POSITIONING IMPLEMENTATION This information is valuable input to make the brand positioning more specific. 5. Determine the ways the positioning is brought to life at the most important contact moments. With your prior research of employees and customers, a large amount of information has already been gathered. Give priority to the best ideas. HOW TO KEEP A HERITAGE BRAND COMPETITIVE How To Keep A Heritage Brand Competitive. Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Mary a senior marketer from Atlanta, Georgia who has this question about evolving a heritagebrand.
EFFECTIVE PRODUCT PACKAGING STRATEGY Information is processed incrementally in a sequenced manner. In order of perceptual importance to the mind, packaging design must support these impressions: 1. color – invokes a physical response. 2. shape – creates and supports recognition. 3. imagery – stirs emotions and fulfills needs. 4. words – informs. 7 WAYS TO BUILD SOCIALLY IMPACTFUL BRANDS Building on our belief “Great Marketing Should Optimize Life,” we think that today there is a powerful new model where brands (“Commerce”), nonprofits (“Conscience”), and artists (“Culture”) can work together to “Make Money and Do Good by Harnessing the Power of Cool.”. Each of these entities has valuable strengths. Brands with their budgets and customer bases have reach HOW TO IDENTIFY THE DRIVERS OF WILLINGNESS-TO-PAY The willingness-to-pay for a product or service is a result of three factors: how much a customer likes your product or service once he has it; how easy it is for him to obtain it; and how expensive it is to own the product. We will refer to the first part as consumption utility, the second part as accessibility, and the third part as thecost of ownership.
GUIDE TO DECEASED CELEBRITY LICENSING Today, the marketing, licensing and commercial use of dead celebrities is an estimated $3.0 billion business. Most successful campaigns use celebrities who were recognized as experts or are closely associated with the products advertised, those that tap into a celebrity’s (or deceased celebrity’s) niche appeal, and are familiar to the BRANDS MUST HAVE MARKETING AND SALES ALIGNMENT Over the course of time we have shared much on the relationship between marketing and sales departments. For example, Jerome Conlon’s first person account of Nike’s journey from a sales-only culture to a marketing mindset.And Mark Di Somma’s look at the four ways brands should support sales teams.These insights resonate with marketers because the relationship between marketing and sales HOW BRANDS BENEFIT FROM NETWORK EFFECTS How Brands Benefit From Network Effects. You’re familiar with network effects. You know, the idea that if you had the only telephone on the planet it would be useless. Conversely, the more phones there are on the planet, the more each phone becomes valuable – now you can actually call someone. The idea is extended to software: thereason
WEAKNESS IN THE APPLE BRAND? Maybe. Clever. Definitely. Similarly in brand hungry countries like China Apple’s position is being challenged by increasingly powerful incumbent brands. Apple’s iPhone 5 is also struggling to get traction in China’s mobile market through up-channel relationships with key players like China Mobile. Apple needs a piece of the Chinese 30 MUST READ ARTICLES ON BRAND MANAGEMENT A stronger brand - that's our hope for every marketing oriented leader and professional that reads our insights on Branding Strategy Insider. Since 2006 Thirty must read articles on brand management covering the shaping forces of strategy, markets, culture, consumer behavior, over-communication, category disruption, the speed in which the discipline is changing and how brands are 5 KEYS TO BRAND POSITIONING IMPLEMENTATION This information is valuable input to make the brand positioning more specific. 5. Determine the ways the positioning is brought to life at the most important contact moments. With your prior research of employees and customers, a large amount of information has already been gathered. Give priority to the best ideas. HOW TO KEEP A HERITAGE BRAND COMPETITIVE How To Keep A Heritage Brand Competitive. Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Mary a senior marketer from Atlanta, Georgia who has this question about evolving a heritagebrand.
EFFECTIVE PRODUCT PACKAGING STRATEGY Information is processed incrementally in a sequenced manner. In order of perceptual importance to the mind, packaging design must support these impressions: 1. color – invokes a physical response. 2. shape – creates and supports recognition. 3. imagery – stirs emotions and fulfills needs. 4. words – informs. 7 WAYS TO BUILD SOCIALLY IMPACTFUL BRANDS Building on our belief “Great Marketing Should Optimize Life,” we think that today there is a powerful new model where brands (“Commerce”), nonprofits (“Conscience”), and artists (“Culture”) can work together to “Make Money and Do Good by Harnessing the Power of Cool.”. Each of these entities has valuable strengths. Brands with their budgets and customer bases have reach HOW TO IDENTIFY THE DRIVERS OF WILLINGNESS-TO-PAY The willingness-to-pay for a product or service is a result of three factors: how much a customer likes your product or service once he has it; how easy it is for him to obtain it; and how expensive it is to own the product. We will refer to the first part as consumption utility, the second part as accessibility, and the third part as thecost of ownership.
GUIDE TO DECEASED CELEBRITY LICENSING Today, the marketing, licensing and commercial use of dead celebrities is an estimated $3.0 billion business. Most successful campaigns use celebrities who were recognized as experts or are closely associated with the products advertised, those that tap into a celebrity’s (or deceased celebrity’s) niche appeal, and are familiar to the BRANDS MUST HAVE MARKETING AND SALES ALIGNMENT Over the course of time we have shared much on the relationship between marketing and sales departments. For example, Jerome Conlon’s first person account of Nike’s journey from a sales-only culture to a marketing mindset.And Mark Di Somma’s look at the four ways brands should support sales teams.These insights resonate with marketers because the relationship between marketing and sales HOW BRANDS BENEFIT FROM NETWORK EFFECTS How Brands Benefit From Network Effects. You’re familiar with network effects. You know, the idea that if you had the only telephone on the planet it would be useless. Conversely, the more phones there are on the planet, the more each phone becomes valuable – now you can actually call someone. The idea is extended to software: thereason
WEAKNESS IN THE APPLE BRAND? Maybe. Clever. Definitely. Similarly in brand hungry countries like China Apple’s position is being challenged by increasingly powerful incumbent brands. Apple’s iPhone 5 is also struggling to get traction in China’s mobile market through up-channel relationships with key players like China Mobile. Apple needs a piece of the Chinese CREATING A NICHE FAMOUS BRAND Ask anyone who has even a passing interest in New Orleans brass bands and they will tell you they know of The Dirty Dozen Brass Band. Ask pretty much Make your brand niche famous, and make winning newbusiness easier.
THE 30 MOST INFLUENTIAL U.S. JINGLES SINCE 1948 Earlier in the week we shared Eric Swartz’s 100 Most Influential U.S. Taglines Since 1948. There’s more from Eric, this time influential Jingles.His criteria and methodology:-More than 400 nominated U.S. taglines and jingles were sent to 100 advertising, marketing, and branding professionals on both the client and agencyside.
6 SURE SIGNS OF A TRULY TRUSTED BRAND Other key reasons for becoming a Fan of a brand include: “to share my personal good experiences” (31%); “to share my interests / lifestyle with others” (27%); and “seeing my friends are already a Fan or Liked” (20%) People trust brands that feel most like them. The “use=them” relationship adds to the perceptions of empathy,like
EFFECTIVE PRODUCT PACKAGING STRATEGY Information is processed incrementally in a sequenced manner. In order of perceptual importance to the mind, packaging design must support these impressions: 1. color – invokes a physical response. 2. shape – creates and supports recognition. 3. imagery – stirs emotions and fulfills needs. 4. words – informs. WHAT THE GOOGLE BRAND TEACHES US What The Google Brand Teaches Us. by Mark Ritson. On the search engine’s 10th anniversary, we can learn from its innovative branding techniques. Happy Birthday, Google. It’s been a decade since Sergei Brin and Larry Page set up Google Inc. in a California garage. The two founders had big plans for their company back in 1998, but even they REACH, FREQUENCY, ADVERTISING AND BRANDS Reach, Frequency, Advertising And Brands. Brand building is the aim of marketing. A big component of marketing is communications, the purpose of which is to attract customers to our brand and to persuade them to support it. Historically, that has been accomplished primarily through advertising media–print, then radio and TV, and now digital. CREATING A TRANSCENDENT BRAND The biggest ad budget is not a guarantee for creating a transcendent brand. Transcendent brands are always centered in the shared values of the user and the provider – where the needs of customers are aligned with the brand’s reason for being. The mission of transcendent brands (beyond sales and money-making) is to add new value to 25 QUESTIONS EVERY START-UP BRAND MUST ASK Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. MARKETING BUDGET: HOW MUCH SHOULD BRANDS SPEND? The most frequently used metric of marketing spending is a percentage of the entity’s revenues. This is a “top down” approach that is often mandated from the executive suite. This percentage ranges quite a bit depending on whether the organization in question is selling industrial products, consumer products, professional services or something else. Further, the ratio varies by industry COMMANDING A PREMIUM PRICE Premium is the ability to command a price premium in any product category; it is not the same as luxury. Luxury brands practice an extreme form of premium marketing and additionally leverage the power of scarcity. Limited supply helps convey a perception of exclusivity. In the course of my exploration, I have spent some time exploring the THE 30 MOST INFLUENTIAL U.S. JINGLES SINCE 1948 Earlier in the week we shared Eric Swartz’s 100 Most Influential U.S. Taglines Since 1948. There’s more from Eric, this time influential Jingles.His criteria and methodology:-More than 400 nominated U.S. taglines and jingles were sent to 100 advertising, marketing, and branding professionals on both the client and agencyside.
30 MUST READ ARTICLES ON BRAND MANAGEMENT A stronger brand - that's our hope for every marketing oriented leader and professional that reads our insights on Branding Strategy Insider. Since 2006 Thirty must read articles on brand management covering the shaping forces of strategy, markets, culture, consumer behavior, over-communication, category disruption, the speed in which the discipline is changing and how brands are 7 WAYS TO BUILD SOCIALLY IMPACTFUL BRANDS Building on our belief “Great Marketing Should Optimize Life,” we think that today there is a powerful new model where brands (“Commerce”), nonprofits (“Conscience”), and artists (“Culture”) can work together to “Make Money and Do Good by Harnessing the Power of Cool.”. Each of these entities has valuable strengths. Brands with their budgets and customer bases have reach 5 KEYS TO BRAND POSITIONING IMPLEMENTATION This information is valuable input to make the brand positioning more specific. 5. Determine the ways the positioning is brought to life at the most important contact moments. With your prior research of employees and customers, a large amount of information has already been gathered. Give priority to the best ideas. GUIDE TO DECEASED CELEBRITY LICENSING Today, the marketing, licensing and commercial use of dead celebrities is an estimated $3.0 billion business. Most successful campaigns use celebrities who were recognized as experts or are closely associated with the products advertised, those that tap into a celebrity’s (or deceased celebrity’s) niche appeal, and are familiar to the THE POWER OF NOSTALGIA IN ADVERTISING The Power Of Nostalgia In Advertising. by Dr. Bob Deutsch. As we age our nostalgic yearnings grow, making us more receptive to advertisers and marketers use of what researchers call “a longing for positive memories from the past.”. In addition to time’s arrow, this desire for nostalgia is further intensified by society’s present HOW BRANDS BUILD STRONG EMOTIONAL BONDS How Brands Build Strong Emotional Bonds. by Paul Friederichsen. Recently we looked at the exercise of two kinds of power, Hard Power and Soft Power, in the advancement of building successful brands. Hard Power in marketing applies to things like clout, media budgets and sales forces, for example, to check the current competitor andintimidate
MARKETING BUDGET: HOW MUCH SHOULD BRANDS SPEND? The most frequently used metric of marketing spending is a percentage of the entity’s revenues. This is a “top down” approach that is often mandated from the executive suite. This percentage ranges quite a bit depending on whether the organization in question is selling industrial products, consumer products, professional services or something else. Further, the ratio varies by industry HOW BRANDS BENEFIT FROM NETWORK EFFECTS How Brands Benefit From Network Effects. You’re familiar with network effects. You know, the idea that if you had the only telephone on the planet it would be useless. Conversely, the more phones there are on the planet, the more each phone becomes valuable – now you can actually call someone. The idea is extended to software: thereason
HOW TO IDENTIFY THE DRIVERS OF WILLINGNESS-TO-PAY The willingness-to-pay for a product or service is a result of three factors: how much a customer likes your product or service once he has it; how easy it is for him to obtain it; and how expensive it is to own the product. We will refer to the first part as consumption utility, the second part as accessibility, and the third part as thecost of ownership.
THE 30 MOST INFLUENTIAL U.S. JINGLES SINCE 1948 Earlier in the week we shared Eric Swartz’s 100 Most Influential U.S. Taglines Since 1948. There’s more from Eric, this time influential Jingles.His criteria and methodology:-More than 400 nominated U.S. taglines and jingles were sent to 100 advertising, marketing, and branding professionals on both the client and agencyside.
30 MUST READ ARTICLES ON BRAND MANAGEMENT A stronger brand - that's our hope for every marketing oriented leader and professional that reads our insights on Branding Strategy Insider. Since 2006 Thirty must read articles on brand management covering the shaping forces of strategy, markets, culture, consumer behavior, over-communication, category disruption, the speed in which the discipline is changing and how brands are 7 WAYS TO BUILD SOCIALLY IMPACTFUL BRANDS Building on our belief “Great Marketing Should Optimize Life,” we think that today there is a powerful new model where brands (“Commerce”), nonprofits (“Conscience”), and artists (“Culture”) can work together to “Make Money and Do Good by Harnessing the Power of Cool.”. Each of these entities has valuable strengths. Brands with their budgets and customer bases have reach 5 KEYS TO BRAND POSITIONING IMPLEMENTATION This information is valuable input to make the brand positioning more specific. 5. Determine the ways the positioning is brought to life at the most important contact moments. With your prior research of employees and customers, a large amount of information has already been gathered. Give priority to the best ideas. GUIDE TO DECEASED CELEBRITY LICENSING Today, the marketing, licensing and commercial use of dead celebrities is an estimated $3.0 billion business. Most successful campaigns use celebrities who were recognized as experts or are closely associated with the products advertised, those that tap into a celebrity’s (or deceased celebrity’s) niche appeal, and are familiar to the THE POWER OF NOSTALGIA IN ADVERTISING The Power Of Nostalgia In Advertising. by Dr. Bob Deutsch. As we age our nostalgic yearnings grow, making us more receptive to advertisers and marketers use of what researchers call “a longing for positive memories from the past.”. In addition to time’s arrow, this desire for nostalgia is further intensified by society’s present MARKETING BUDGET: HOW MUCH SHOULD BRANDS SPEND? The most frequently used metric of marketing spending is a percentage of the entity’s revenues. This is a “top down” approach that is often mandated from the executive suite. This percentage ranges quite a bit depending on whether the organization in question is selling industrial products, consumer products, professional services or something else. Further, the ratio varies by industry HOW BRANDS BUILD STRONG EMOTIONAL BONDS How Brands Build Strong Emotional Bonds. by Paul Friederichsen. Recently we looked at the exercise of two kinds of power, Hard Power and Soft Power, in the advancement of building successful brands. Hard Power in marketing applies to things like clout, media budgets and sales forces, for example, to check the current competitor andintimidate
HOW BRANDS BENEFIT FROM NETWORK EFFECTS How Brands Benefit From Network Effects. You’re familiar with network effects. You know, the idea that if you had the only telephone on the planet it would be useless. Conversely, the more phones there are on the planet, the more each phone becomes valuable – now you can actually call someone. The idea is extended to software: thereason
HOW TO IDENTIFY THE DRIVERS OF WILLINGNESS-TO-PAY The willingness-to-pay for a product or service is a result of three factors: how much a customer likes your product or service once he has it; how easy it is for him to obtain it; and how expensive it is to own the product. We will refer to the first part as consumption utility, the second part as accessibility, and the third part as thecost of ownership.
30 MUST READ ARTICLES ON BRAND MANAGEMENT A stronger brand - that's our hope for every marketing oriented leader and professional that reads our insights on Branding Strategy Insider. Since 2006 Thirty must read articles on brand management covering the shaping forces of strategy, markets, culture, consumer behavior, over-communication, category disruption, the speed in which the discipline is changing and how brands are 6 SURE SIGNS OF A TRULY TRUSTED BRAND Other key reasons for becoming a Fan of a brand include: “to share my personal good experiences” (31%); “to share my interests / lifestyle with others” (27%); and “seeing my friends are already a Fan or Liked” (20%) People trust brands that feel most like them. The “use=them” relationship adds to the perceptions of empathy,like
HOW BRANDS BUILD TRUST The most beloved brands are based on an idea that is worth loving. It is the idea that connects the Brand with consumers. And under the Brand Idea are 5 sources of connectivity that help connect the brand with consumers and drive Brand Love, including the brand promise, the strategic choices you make, the brand’s ability to tell their story, the freshness of the product or service and the 25 QUESTIONS EVERY START-UP BRAND MUST ASK Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. HOW BRANDS BUILD STRONG EMOTIONAL BONDS How Brands Build Strong Emotional Bonds. by Paul Friederichsen. Recently we looked at the exercise of two kinds of power, Hard Power and Soft Power, in the advancement of building successful brands. Hard Power in marketing applies to things like clout, media budgets and sales forces, for example, to check the current competitor andintimidate
BRAND ADVANTAGE THROUGH BRAND EXTENSION There are several ways for a company to extend a brand. A company can choose to manufacture or source (often from less expensive manufacturers overseas) the new category of product. These two methods require existing sales and marketing teams to drive demand and customer commitment. However, if the company is not familiar with the extended category, they will have to 10 REASONS WHY REBRANDS FAIL Plenty of brands try to re-set the market’s understanding of their brand and are well and truly spanked for doing so. If rebranding is the hot topic of conversation at your place right now, here’s 10 reasons to leave things as they are:. 1. You Don’t Need To Change – yes, I know it seems obviousbut it needs saying, because there are still brands that rebrand for reasons that escape HOW BRANDS MAKE EMOTIONAL CONNECTIONS How Brands Make Emotional Connections. by Brad VanAuken The Blake Project. Emotional connection is one of the five drivers of customer brand insistence as outlined in our BrandInsistence brand equity system. (The other four drivers are awareness, relevant differentiation, value and accessibility.) The consumer must first know your brand, then HOW BRANDS BENEFIT FROM NETWORK EFFECTS How Brands Benefit From Network Effects. You’re familiar with network effects. You know, the idea that if you had the only telephone on the planet it would be useless. Conversely, the more phones there are on the planet, the more each phone becomes valuable – now you can actually call someone. The idea is extended to software: thereason
WHY TOO MANY BRANDS THREATEN THE STRATEGY If there are two hot topics that surmount all others when it comes to brand strategy, they are surely brand architecture and brand portfolio. At first sight these may appear to be relatively minor, rather superficial topics. The vast majority of organizations have never actually explicitly considered how many brands they need (their portfolio) or the manner in which those brands are combined THE 30 MOST INFLUENTIAL U.S. JINGLES SINCE 1948 Earlier in the week we shared Eric Swartz’s 100 Most Influential U.S. Taglines Since 1948. There’s more from Eric, this time influential Jingles.His criteria and methodology:-More than 400 nominated U.S. taglines and jingles were sent to 100 advertising, marketing, and branding professionals on both the client and agencyside.
30 MUST READ ARTICLES ON BRAND MANAGEMENT A stronger brand - that's our hope for every marketing oriented leader and professional that reads our insights on Branding Strategy Insider. Since 2006 Thirty must read articles on brand management covering the shaping forces of strategy, markets, culture, consumer behavior, over-communication, category disruption, the speed in which the discipline is changing and how brands are 7 WAYS TO BUILD SOCIALLY IMPACTFUL BRANDS Building on our belief “Great Marketing Should Optimize Life,” we think that today there is a powerful new model where brands (“Commerce”), nonprofits (“Conscience”), and artists (“Culture”) can work together to “Make Money and Do Good by Harnessing the Power of Cool.”. Each of these entities has valuable strengths. Brands with their budgets and customer bases have reach 5 KEYS TO BRAND POSITIONING IMPLEMENTATION This information is valuable input to make the brand positioning more specific. 5. Determine the ways the positioning is brought to life at the most important contact moments. With your prior research of employees and customers, a large amount of information has already been gathered. Give priority to the best ideas. GUIDE TO DECEASED CELEBRITY LICENSING Today, the marketing, licensing and commercial use of dead celebrities is an estimated $3.0 billion business. Most successful campaigns use celebrities who were recognized as experts or are closely associated with the products advertised, those that tap into a celebrity’s (or deceased celebrity’s) niche appeal, and are familiar to the THE POWER OF NOSTALGIA IN ADVERTISING The Power Of Nostalgia In Advertising. by Dr. Bob Deutsch. As we age our nostalgic yearnings grow, making us more receptive to advertisers and marketers use of what researchers call “a longing for positive memories from the past.”. In addition to time’s arrow, this desire for nostalgia is further intensified by society’s present HOW BRANDS BUILD STRONG EMOTIONAL BONDS How Brands Build Strong Emotional Bonds. by Paul Friederichsen. Recently we looked at the exercise of two kinds of power, Hard Power and Soft Power, in the advancement of building successful brands. Hard Power in marketing applies to things like clout, media budgets and sales forces, for example, to check the current competitor andintimidate
MARKETING BUDGET: HOW MUCH SHOULD BRANDS SPEND? The most frequently used metric of marketing spending is a percentage of the entity’s revenues. This is a “top down” approach that is often mandated from the executive suite. This percentage ranges quite a bit depending on whether the organization in question is selling industrial products, consumer products, professional services or something else. Further, the ratio varies by industry HOW BRANDS BENEFIT FROM NETWORK EFFECTS How Brands Benefit From Network Effects. You’re familiar with network effects. You know, the idea that if you had the only telephone on the planet it would be useless. Conversely, the more phones there are on the planet, the more each phone becomes valuable – now you can actually call someone. The idea is extended to software: thereason
HOW TO IDENTIFY THE DRIVERS OF WILLINGNESS-TO-PAY The willingness-to-pay for a product or service is a result of three factors: how much a customer likes your product or service once he has it; how easy it is for him to obtain it; and how expensive it is to own the product. We will refer to the first part as consumption utility, the second part as accessibility, and the third part as thecost of ownership.
THE 30 MOST INFLUENTIAL U.S. JINGLES SINCE 1948 Earlier in the week we shared Eric Swartz’s 100 Most Influential U.S. Taglines Since 1948. There’s more from Eric, this time influential Jingles.His criteria and methodology:-More than 400 nominated U.S. taglines and jingles were sent to 100 advertising, marketing, and branding professionals on both the client and agencyside.
30 MUST READ ARTICLES ON BRAND MANAGEMENT A stronger brand - that's our hope for every marketing oriented leader and professional that reads our insights on Branding Strategy Insider. Since 2006 Thirty must read articles on brand management covering the shaping forces of strategy, markets, culture, consumer behavior, over-communication, category disruption, the speed in which the discipline is changing and how brands are 7 WAYS TO BUILD SOCIALLY IMPACTFUL BRANDS Building on our belief “Great Marketing Should Optimize Life,” we think that today there is a powerful new model where brands (“Commerce”), nonprofits (“Conscience”), and artists (“Culture”) can work together to “Make Money and Do Good by Harnessing the Power of Cool.”. Each of these entities has valuable strengths. Brands with their budgets and customer bases have reach 5 KEYS TO BRAND POSITIONING IMPLEMENTATION This information is valuable input to make the brand positioning more specific. 5. Determine the ways the positioning is brought to life at the most important contact moments. With your prior research of employees and customers, a large amount of information has already been gathered. Give priority to the best ideas. GUIDE TO DECEASED CELEBRITY LICENSING Today, the marketing, licensing and commercial use of dead celebrities is an estimated $3.0 billion business. Most successful campaigns use celebrities who were recognized as experts or are closely associated with the products advertised, those that tap into a celebrity’s (or deceased celebrity’s) niche appeal, and are familiar to the THE POWER OF NOSTALGIA IN ADVERTISING The Power Of Nostalgia In Advertising. by Dr. Bob Deutsch. As we age our nostalgic yearnings grow, making us more receptive to advertisers and marketers use of what researchers call “a longing for positive memories from the past.”. In addition to time’s arrow, this desire for nostalgia is further intensified by society’s present HOW BRANDS BUILD STRONG EMOTIONAL BONDS How Brands Build Strong Emotional Bonds. by Paul Friederichsen. Recently we looked at the exercise of two kinds of power, Hard Power and Soft Power, in the advancement of building successful brands. Hard Power in marketing applies to things like clout, media budgets and sales forces, for example, to check the current competitor andintimidate
MARKETING BUDGET: HOW MUCH SHOULD BRANDS SPEND? The most frequently used metric of marketing spending is a percentage of the entity’s revenues. This is a “top down” approach that is often mandated from the executive suite. This percentage ranges quite a bit depending on whether the organization in question is selling industrial products, consumer products, professional services or something else. Further, the ratio varies by industry HOW BRANDS BENEFIT FROM NETWORK EFFECTS How Brands Benefit From Network Effects. You’re familiar with network effects. You know, the idea that if you had the only telephone on the planet it would be useless. Conversely, the more phones there are on the planet, the more each phone becomes valuable – now you can actually call someone. The idea is extended to software: thereason
HOW TO IDENTIFY THE DRIVERS OF WILLINGNESS-TO-PAY The willingness-to-pay for a product or service is a result of three factors: how much a customer likes your product or service once he has it; how easy it is for him to obtain it; and how expensive it is to own the product. We will refer to the first part as consumption utility, the second part as accessibility, and the third part as thecost of ownership.
30 MUST READ ARTICLES ON BRAND MANAGEMENT A stronger brand - that's our hope for every marketing oriented leader and professional that reads our insights on Branding Strategy Insider. Since 2006 Thirty must read articles on brand management covering the shaping forces of strategy, markets, culture, consumer behavior, over-communication, category disruption, the speed in which the discipline is changing and how brands are 6 SURE SIGNS OF A TRULY TRUSTED BRAND Other key reasons for becoming a Fan of a brand include: “to share my personal good experiences” (31%); “to share my interests / lifestyle with others” (27%); and “seeing my friends are already a Fan or Liked” (20%) People trust brands that feel most like them. The “use=them” relationship adds to the perceptions of empathy,like
HOW BRANDS BUILD TRUST The most beloved brands are based on an idea that is worth loving. It is the idea that connects the Brand with consumers. And under the Brand Idea are 5 sources of connectivity that help connect the brand with consumers and drive Brand Love, including the brand promise, the strategic choices you make, the brand’s ability to tell their story, the freshness of the product or service and the 25 QUESTIONS EVERY START-UP BRAND MUST ASK Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. HOW BRANDS BUILD STRONG EMOTIONAL BONDS How Brands Build Strong Emotional Bonds. by Paul Friederichsen. Recently we looked at the exercise of two kinds of power, Hard Power and Soft Power, in the advancement of building successful brands. Hard Power in marketing applies to things like clout, media budgets and sales forces, for example, to check the current competitor andintimidate
BRAND ADVANTAGE THROUGH BRAND EXTENSION There are several ways for a company to extend a brand. A company can choose to manufacture or source (often from less expensive manufacturers overseas) the new category of product. These two methods require existing sales and marketing teams to drive demand and customer commitment. However, if the company is not familiar with the extended category, they will have to 10 REASONS WHY REBRANDS FAIL Plenty of brands try to re-set the market’s understanding of their brand and are well and truly spanked for doing so. If rebranding is the hot topic of conversation at your place right now, here’s 10 reasons to leave things as they are:. 1. You Don’t Need To Change – yes, I know it seems obviousbut it needs saying, because there are still brands that rebrand for reasons that escape HOW BRANDS MAKE EMOTIONAL CONNECTIONS How Brands Make Emotional Connections. by Brad VanAuken The Blake Project. Emotional connection is one of the five drivers of customer brand insistence as outlined in our BrandInsistence brand equity system. (The other four drivers are awareness, relevant differentiation, value and accessibility.) The consumer must first know your brand, then HOW BRANDS BENEFIT FROM NETWORK EFFECTS How Brands Benefit From Network Effects. You’re familiar with network effects. You know, the idea that if you had the only telephone on the planet it would be useless. Conversely, the more phones there are on the planet, the more each phone becomes valuable – now you can actually call someone. The idea is extended to software: thereason
WHY TOO MANY BRANDS THREATEN THE STRATEGY If there are two hot topics that surmount all others when it comes to brand strategy, they are surely brand architecture and brand portfolio. At first sight these may appear to be relatively minor, rather superficial topics. The vast majority of organizations have never actually explicitly considered how many brands they need (their portfolio) or the manner in which those brands are combined THE 30 MOST INFLUENTIAL U.S. JINGLES SINCE 1948 Earlier in the week we shared Eric Swartz’s 100 Most Influential U.S. Taglines Since 1948. There’s more from Eric, this time influential Jingles.His criteria and methodology:-More than 400 nominated U.S. taglines and jingles were sent to 100 advertising, marketing, and branding professionals on both the client and agencyside.
30 MUST READ ARTICLES ON BRAND MANAGEMENT A stronger brand - that's our hope for every marketing oriented leader and professional that reads our insights on Branding Strategy Insider. Since 2006 Thirty must read articles on brand management covering the shaping forces of strategy, markets, culture, consumer behavior, over-communication, category disruption, the speed in which the discipline is changing and how brands are 7 WAYS TO BUILD SOCIALLY IMPACTFUL BRANDS Building on our belief “Great Marketing Should Optimize Life,” we think that today there is a powerful new model where brands (“Commerce”), nonprofits (“Conscience”), and artists (“Culture”) can work together to “Make Money and Do Good by Harnessing the Power of Cool.”. Each of these entities has valuable strengths. Brands with their budgets and customer bases have reach 5 KEYS TO BRAND POSITIONING IMPLEMENTATION This information is valuable input to make the brand positioning more specific. 5. Determine the ways the positioning is brought to life at the most important contact moments. With your prior research of employees and customers, a large amount of information has already been gathered. Give priority to the best ideas. GUIDE TO DECEASED CELEBRITY LICENSING Today, the marketing, licensing and commercial use of dead celebrities is an estimated $3.0 billion business. Most successful campaigns use celebrities who were recognized as experts or are closely associated with the products advertised, those that tap into a celebrity’s (or deceased celebrity’s) niche appeal, and are familiar to the THE POWER OF NOSTALGIA IN ADVERTISING The Power Of Nostalgia In Advertising. by Dr. Bob Deutsch. As we age our nostalgic yearnings grow, making us more receptive to advertisers and marketers use of what researchers call “a longing for positive memories from the past.”. In addition to time’s arrow, this desire for nostalgia is further intensified by society’s present HOW BRANDS BUILD STRONG EMOTIONAL BONDS How Brands Build Strong Emotional Bonds. by Paul Friederichsen. Recently we looked at the exercise of two kinds of power, Hard Power and Soft Power, in the advancement of building successful brands. Hard Power in marketing applies to things like clout, media budgets and sales forces, for example, to check the current competitor andintimidate
MARKETING BUDGET: HOW MUCH SHOULD BRANDS SPEND? The most frequently used metric of marketing spending is a percentage of the entity’s revenues. This is a “top down” approach that is often mandated from the executive suite. This percentage ranges quite a bit depending on whether the organization in question is selling industrial products, consumer products, professional services or something else. Further, the ratio varies by industry HOW BRANDS BENEFIT FROM NETWORK EFFECTS How Brands Benefit From Network Effects. You’re familiar with network effects. You know, the idea that if you had the only telephone on the planet it would be useless. Conversely, the more phones there are on the planet, the more each phone becomes valuable – now you can actually call someone. The idea is extended to software: thereason
HOW TO IDENTIFY THE DRIVERS OF WILLINGNESS-TO-PAY The willingness-to-pay for a product or service is a result of three factors: how much a customer likes your product or service once he has it; how easy it is for him to obtain it; and how expensive it is to own the product. We will refer to the first part as consumption utility, the second part as accessibility, and the third part as thecost of ownership.
THE 30 MOST INFLUENTIAL U.S. JINGLES SINCE 1948 Earlier in the week we shared Eric Swartz’s 100 Most Influential U.S. Taglines Since 1948. There’s more from Eric, this time influential Jingles.His criteria and methodology:-More than 400 nominated U.S. taglines and jingles were sent to 100 advertising, marketing, and branding professionals on both the client and agencyside.
30 MUST READ ARTICLES ON BRAND MANAGEMENT A stronger brand - that's our hope for every marketing oriented leader and professional that reads our insights on Branding Strategy Insider. Since 2006 Thirty must read articles on brand management covering the shaping forces of strategy, markets, culture, consumer behavior, over-communication, category disruption, the speed in which the discipline is changing and how brands are 7 WAYS TO BUILD SOCIALLY IMPACTFUL BRANDS Building on our belief “Great Marketing Should Optimize Life,” we think that today there is a powerful new model where brands (“Commerce”), nonprofits (“Conscience”), and artists (“Culture”) can work together to “Make Money and Do Good by Harnessing the Power of Cool.”. Each of these entities has valuable strengths. Brands with their budgets and customer bases have reach 5 KEYS TO BRAND POSITIONING IMPLEMENTATION This information is valuable input to make the brand positioning more specific. 5. Determine the ways the positioning is brought to life at the most important contact moments. With your prior research of employees and customers, a large amount of information has already been gathered. Give priority to the best ideas. GUIDE TO DECEASED CELEBRITY LICENSING Today, the marketing, licensing and commercial use of dead celebrities is an estimated $3.0 billion business. Most successful campaigns use celebrities who were recognized as experts or are closely associated with the products advertised, those that tap into a celebrity’s (or deceased celebrity’s) niche appeal, and are familiar to the THE POWER OF NOSTALGIA IN ADVERTISING The Power Of Nostalgia In Advertising. by Dr. Bob Deutsch. As we age our nostalgic yearnings grow, making us more receptive to advertisers and marketers use of what researchers call “a longing for positive memories from the past.”. In addition to time’s arrow, this desire for nostalgia is further intensified by society’s present HOW BRANDS BUILD STRONG EMOTIONAL BONDS How Brands Build Strong Emotional Bonds. by Paul Friederichsen. Recently we looked at the exercise of two kinds of power, Hard Power and Soft Power, in the advancement of building successful brands. Hard Power in marketing applies to things like clout, media budgets and sales forces, for example, to check the current competitor andintimidate
MARKETING BUDGET: HOW MUCH SHOULD BRANDS SPEND? The most frequently used metric of marketing spending is a percentage of the entity’s revenues. This is a “top down” approach that is often mandated from the executive suite. This percentage ranges quite a bit depending on whether the organization in question is selling industrial products, consumer products, professional services or something else. Further, the ratio varies by industry HOW BRANDS BENEFIT FROM NETWORK EFFECTS How Brands Benefit From Network Effects. You’re familiar with network effects. You know, the idea that if you had the only telephone on the planet it would be useless. Conversely, the more phones there are on the planet, the more each phone becomes valuable – now you can actually call someone. The idea is extended to software: thereason
HOW TO IDENTIFY THE DRIVERS OF WILLINGNESS-TO-PAY The willingness-to-pay for a product or service is a result of three factors: how much a customer likes your product or service once he has it; how easy it is for him to obtain it; and how expensive it is to own the product. We will refer to the first part as consumption utility, the second part as accessibility, and the third part as thecost of ownership.
30 MUST READ ARTICLES ON BRAND MANAGEMENT A stronger brand - that's our hope for every marketing oriented leader and professional that reads our insights on Branding Strategy Insider. Since 2006 Thirty must read articles on brand management covering the shaping forces of strategy, markets, culture, consumer behavior, over-communication, category disruption, the speed in which the discipline is changing and how brands are 6 SURE SIGNS OF A TRULY TRUSTED BRAND Other key reasons for becoming a Fan of a brand include: “to share my personal good experiences” (31%); “to share my interests / lifestyle with others” (27%); and “seeing my friends are already a Fan or Liked” (20%) People trust brands that feel most like them. The “use=them” relationship adds to the perceptions of empathy,like
HOW BRANDS BUILD TRUST The most beloved brands are based on an idea that is worth loving. It is the idea that connects the Brand with consumers. And under the Brand Idea are 5 sources of connectivity that help connect the brand with consumers and drive Brand Love, including the brand promise, the strategic choices you make, the brand’s ability to tell their story, the freshness of the product or service and the 25 QUESTIONS EVERY START-UP BRAND MUST ASK Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. HOW BRANDS BUILD STRONG EMOTIONAL BONDS How Brands Build Strong Emotional Bonds. by Paul Friederichsen. Recently we looked at the exercise of two kinds of power, Hard Power and Soft Power, in the advancement of building successful brands. Hard Power in marketing applies to things like clout, media budgets and sales forces, for example, to check the current competitor andintimidate
BRAND ADVANTAGE THROUGH BRAND EXTENSION There are several ways for a company to extend a brand. A company can choose to manufacture or source (often from less expensive manufacturers overseas) the new category of product. These two methods require existing sales and marketing teams to drive demand and customer commitment. However, if the company is not familiar with the extended category, they will have to 10 REASONS WHY REBRANDS FAIL Plenty of brands try to re-set the market’s understanding of their brand and are well and truly spanked for doing so. If rebranding is the hot topic of conversation at your place right now, here’s 10 reasons to leave things as they are:. 1. You Don’t Need To Change – yes, I know it seems obviousbut it needs saying, because there are still brands that rebrand for reasons that escape HOW BRANDS MAKE EMOTIONAL CONNECTIONS How Brands Make Emotional Connections. by Brad VanAuken The Blake Project. Emotional connection is one of the five drivers of customer brand insistence as outlined in our BrandInsistence brand equity system. (The other four drivers are awareness, relevant differentiation, value and accessibility.) The consumer must first know your brand, then HOW BRANDS BENEFIT FROM NETWORK EFFECTS How Brands Benefit From Network Effects. You’re familiar with network effects. You know, the idea that if you had the only telephone on the planet it would be useless. Conversely, the more phones there are on the planet, the more each phone becomes valuable – now you can actually call someone. The idea is extended to software: thereason
WHY TOO MANY BRANDS THREATEN THE STRATEGY If there are two hot topics that surmount all others when it comes to brand strategy, they are surely brand architecture and brand portfolio. At first sight these may appear to be relatively minor, rather superficial topics. The vast majority of organizations have never actually explicitly considered how many brands they need (their portfolio) or the manner in which those brands are combined* Home
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Branding Strategy Insider is the leading resource for helping marketing oriented leaders and professionals define and grow brand value. Search this site for thousands of thought pieces from world-renowned experts and luminaries, featuring actionable insights and a 360-degree perspective of the rapidly evolving disciplines of brand strategy and brand management. Branding Strategy Insider is a service of The Blake Project a strategic brand consultancy focused on helping brands find their emotional advantage, distinctive advantage and connective advantage.Brand Management
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Brands On Customer PassionsRecession Marketing
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Recession Strategies For B2B BrandsBrand Management
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Brand Management
September
09th, 2019
BUILDING BRANDS ON CUSTOMER PASSIONSBy Chris Wren
In a fantastic piece called _Meaning Powers a New Era of BrandStrategy_
,
Dr. Martina Olbertova reminds us that, “Brands aren’t just vehicles of branding products, services and experiences. Their primary business is meaning exchange. The primary goal of a brand should be to help people maximize their inner potential and become more ofthemselves.”
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Recession Marketing
September 03rd, 2019 LEVERAGING BRAND CULTURE TO COMBAT RECESSIONSBy Chris Wren
Market volatility, tariffs, Brexit, upcoming elections in the US, and economic indicators point to the high likelihood of a recession impacting consumers and brands soon. Last week on Branding Strategy Insider, Corien Kershey offered six recession strategies for B2Bbrands
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Recession Marketing
August
30th, 2019
6 RECESSION STRATEGIES FOR B2B BRANDSBy Corien Kershey
All the signs seem to point to a looming recession. Of course, recessions are almost always driven by emotional angst, and with every nervous sell-off or panicky tweet we set our course more firmly. Humans are nothing if not herd animals.Read More
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Brand Management
August
26th, 2019
LEVERAGING THE UNIFYING POWER OF BRANDSBy Chris Wren
During the golden age of social media, before privacy concerns became widely known, you’d often see slide decks about how people want to have conversations with brands.Read More
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Brand Management
August
23rd, 2019
HOW BRANDS CAN SHAPE POSITIVE CUSTOMER FEELINGSBy Kai Wright
Often, as marketers, strategists, and leaders, we want only high-level interpretations of meaningfulness—brand recall, favorability, and preference. But that idea of meaningfulness can shift: media planners maximize against reach, PR professionals report in impressions, and brand managers worry about market penetration.Read More
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* Building Brands On Customer Passions September 09th, 2019 • 0 Comments * Leveraging Brand Culture To Combat Recessions September 03rd, 2019 • 0 Comments * 6 Recession Strategies For B2B Brands August 30th, 2019 • 0 Comments * Leveraging The Unifying Power Of Brands August 26th, 2019 • 0 Comments * How Brands Can Shape Positive Customer Feelings August 23rd, 2019 • 0 Comments * Building Brands On Customer Passions September 09th, 2019 • 0 Comments * Leveraging Brand Culture To Combat Recessions September 03rd, 2019 • 0 Comments * 6 Recession Strategies For B2B Brands August 30th, 2019 • 0 Comments * Leveraging The Unifying Power Of Brands August 26th, 2019 • 0 Comments * How Brands Can Shape Positive Customer Feelings August 23rd, 2019 • 0 Comments * Why Women Are The Superior Marketing Sex by Jonathan Hirsch - August 15th, 2019 @ 23:51 * How Brands Mirror Religion by Jennifer - July 30th, 2019 @ 11:57 * 3 Requirements For Building A Great Brand by Pete Healy - July 30th, 2019 @ 11:28 * 7 Ways To Build Socially Impactful Brands by Rohit - July 29th, 2019 @ 08:41 * How To Identify The Drivers Of Willingness-To-Pay by Miguel L. Flores - July 22nd, 2019 @ 21:32News Alert
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BRANDING STRATEGY INSIDER helps marketing oriented leaders and professionals build strong brands. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. BSI is a service of THE BLAKE PROJECT, a leading brand consultancy based in the United States, serving marketers around the world. 2006 – 2019 The Blake Project. All rights reserved. Published under license. Powered By WordPress SUBSCRIBE, FOLLOW AND STAY CONNECTED TO BSI Subscribe for email updates Submit Subscribe BSI Rss FeedGet our RSS Feed
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