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Branding Strategy

Solving Brand Challenges With The Paradox Process

The Paradox Process is a model for brand development that when applied works for many brands facing complex challenges. Its primary purpose is to get insight into consumer pain points or contradictions that need solving, and it works by using contrary perspectives to arrive at new conclusions. It worked exceptionally well at Nike…
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Meaning Is The Bridge Every Brand Must Build

Consider for a moment how a Scrabble box full of single letters, lacks the quality of poetry, but if those letters are arranged in a certain way, they can then produce a poetic effect. It is the ordered relationships between the letters that create the identity of poetry. There is a profound parallel between the process of how our…
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Brands Need Brave Innovation To Win

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 Peter, a Senior Marketing Executive in New York, New York who has this question about how organizations can become better innovators to…
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How To Use Story To Evolve A Poultry Brand

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 Beth a U.S. based Senior Marketing Executive who has this question about evolving a heritage poultry brand. “We are a well-established…
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Unique Selling Proposition Vs. Brand Promise

Once, every brand had a unique selling proposition. The USP was the brand’s supposed competitive advantage. A beautiful notion from an idyllic time. Though most products do have differences from their rivals, they aren’t all differences that are relevant or important to their target consumers. Instead, the USP became yet another…
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5 Ways To Manage Brand Perceptions

This is a short summary of the hands-on actions you can take to maximize your management of perception in people’s minds. 1. Start with your higher intentions. Describe, in as much detail as possible, what you want to achieve. Consider the big picture or your higher aim; your ‘why’ or your spiritual dimension. 2. Connect it to…
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Fortune Favors The Brands With The Right Data

Over at AdForum.com Jacques Van Niekerk, Wunderman Data’s CEO, shares his perspective on why agencies are merging with data companies. Dentsu has acquired Merkle; Interpublic and Acxiom; Publicis and Epsilon, to name a few. As Van Nikerk says, “While analysts fret over whether these moves are good fits or bad, the overarching trend is…
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Leading Brands Remove Life's Frictions

Macro friction is at the category level. Micro friction is at the brand level. As in economics, friction can be categorized into macro and micro. Macro friction sits at the category level. It’s the gap between the way things are and the way they should be in an entire industry. Removing it helps people have better vacations, gain…
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Brand Strategy Before Business Strategy

Until a few years ago, my answer to the common question on how business strategy and branding strategy are related was that the business strategy comes first, because that is a ‘long term plan of action designed to achieve a particular goal or set of goals or objectives’. Making money is usually the main such goal. A business strategy…
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