The Cloud Marketing Mantra
Branding Strategy Insider
by Patrick Hanlon
7h ago
Trust in traditional institutions has plummeted. Trust in corporations, government, and media are at all-time lows. And, of course, people still don’t trust advertising. People don’t believe what you have to say. They believe what others have to say about you. We have to retrain people to understand that in the digitally generated worlds (including social, w3, VR) marketing as a practice no longer exists. People exist. Products themselves are merely objects intertwined within people-populated moments shared across social, digital, and traditional platforms. Sometimes these produ ..read more
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Who Is Responsible For Managing The Brand?
Branding Strategy Insider
by Dan White
7h ago
When companies are formed, the founders often have a clear reason for starting the business. This often defines what the brand stands for and shapes all the decision-making. Accomplished rock climber Yvon Chouinard founded Chouinard Equipment (later Patagonia) in 1957. He had the ambition to produce sports equipment that would allow people to enjoy the great outdoors but have a minimal impact on the environment. How consumers saw the brand and what made it appealing stemmed from Yvon’s vision and how he and his like-minded colleagues ran the business. Company founders often provide this clari ..read more
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Pricing Brands For Affordability
Branding Strategy Insider
by Walker Smith
2d ago
Price is about perceptions. It is also about reality. Which is to say that price involves both perceptions of value and the reality of affordability. The former is competition, expectations, benchmarks and benefits. The latter is what’s actually in the wallet. Value comes into play only when affordability is no barrier. Most of the time, value is the salient pricing issue. Meaning that the typical task is managing brand perceptions. To build growth and equity, pricing power is critical, which is perceptions. A big part of locking that in is framing price properly. We have studied these pricing ..read more
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The Leadership Playbook For High-Stakes Business Decisions
Branding Strategy Insider
by John Rossman
1w ago
In 2013, at the annual Consumer Electronics Show in Las Vegas, T-Mobile CEO John Legere confidently stepped onto the stage, prepared to place a bet. But this was no ordinary Vegas gamble. It was a high-stakes wager on the future of his company—this was a Big Bet. With a captivating blend of humor and audacity, Legere declared war on his competitors and the mobile industry’s tarnished reputation. His rallying cry signaled a radical new strategy: No Contracts. No Data Plan. No Overages. “We are the Un-carrier!” The impact was electric, igniting the audience, stirring the media, and inspiring his ..read more
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The Role Of Creativity In Advertising
Branding Strategy Insider
by David Stewart
1w ago
Another season of Super Bowl advertising has passed, and with it has come criticism of the lack of creativity exhibited in the advertising. More than 50% of the 2024 Super Bowl commercials featured one or more celebrities, continuing a trend that began a decade ago. To be fair, celebrities can be a great vehicle for attracting attention and can increase the entertainment value and liking for a commercial. Entertaining and well-liked ads can also increase “buzz”, talk about ads among consumers and in the media. On the other hand, it is less clear that celebrities sell more product, create great ..read more
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Brand Architecture For Competitive Advantage
Branding Strategy Insider
by Dan White
1w ago
Corporate growth often depends on a company building or buying multiple brands. These may exist within one or several product categories. Such a strategy can provide economies of scale. It also reduces risk. If one brand is struggling to grow, profits can be diverted to brands or categories with greater growth potential. Volkswagen Group, for example, owns many car brands. These include Skoda, SEAT, Volkswagen, Audi, Porsche, Lamborghini and Bentley. This allows Volkswagen to dominate the car industry. It uses different brands to appeal to consumers with different priorities and budgets. At th ..read more
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How Fusing Opposites Creates Value For Brands
Branding Strategy Insider
by Walker Smith
1w ago
One of today’s biggest cultural dynamics is so ever-present that it is hiding in plain sight. It is the culture of Both-ism, or lifestyles populated by opposites. It’s a phenomenon of two minds about everything, with no merging or resolution. Rather, it is both at once. Increasingly, the answer to the question of “Which one?” is “both.” Both-ism is a weave of opposites — the stitching together of contrasting things without losing the contrasts. It is a fusion of incongruous, inconsistent and contradictory things without blending or integration. This is not entirely new. Affordable luxury. Hybr ..read more
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How Brands Can Restore And Manage Trust
Branding Strategy Insider
by Larry Light
1w ago
In 1957 there was a TV show called Who Do You Trust?. The host was Johnny Carson, pre-Tonight show icon. Who Do You Trust? was probably the last time that trust was considered comedic. Trust is now a serious component of brand-business management. Trust it one of those elements that a brand-business needs in order to generate high quality revenue growth. For today’s brand-businesses, Trust is a Must. For a while, X (formerly Twitter) was in the running to be our least trusted brand. After all, its Trust and Safety department was disbanded before it was decided to try to revive it again. Recent ..read more
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Brand Purpose Comes With Caution
Branding Strategy Insider
by Walker Smith
2w ago
The World Economic Forum launched a Lighthouse Programme in 2022 about Diversity, Equity and Inclusion (DEI). This was a big deal. There is almost no forum with more visibility and gravitas for something like this. Yet, not even two years later, Minnesota Democratic Congressman Dean Phillips struck those words from the website for his primary campaign against President Biden shortly after receiving the endorsement of billionaire Bill Ackman, who has weighed in against DEI in a clash with Harvard. Over a mere handful of months, DEI swung from global bandwagon to unwanted stepchild. It’s too soo ..read more
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How AI Is Changing Consumer Engagement
Branding Strategy Insider
by Walker Smith
3w ago
Generative artificial intelligence (AI) is all the talk in marketing these days. Yet, we are framing our conversation about it in the wrong way. The critical shift underway is not with our internal marketing processes of creation, execution and delivery. Certainly, the ways we work will change. But what will change more are the ways in which consumers will work with us. This means that the biggest impact of technologies like ChatGPT is surely going to be a growing and pressing necessity to develop better marketing solutions, not simply better ways of delivering existing solutions. This idea of ..read more
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