A Framework For A Clear Brand Purpose
Branding Strategy Insider
by Dan White
2d ago
Brands are born when someone has an idea for a product that they believe others will want to buy. There’s a reason for bringing the brand into the world – a clear purpose. Eric Ryan and Adam Lowry, cofounders of Method cleaning products, believed that people would pay more for eco-friendly products if they were both stylish and helped clean up the planet. The rapid growth of their brand proves they were right. Business leaders need to be clear about what they want their brand to stand for because the commercial advantages of doing so are significant. The brand purpose should be based on what t ..read more
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The Generosity Strategy
Branding Strategy Insider
by Rishad Tobaccowala
1w ago
If strategy is future competitive advantage, generosity is smart for individual or company strategies. Generosity builds good will which is both an asset and a moat. It is an asset in that it can be tapped in the future. It is a moat because when an individual or a company has been generous in times of trouble their employee or customer are less likely to switch to a different firm for a lower price or higher pay. Generosity is also a key differentiator in that usually when a person or firm needs help there are few people willing to help someone out of power or in trouble. Those individuals an ..read more
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How Incremental Change Threatens Brands
Branding Strategy Insider
by Walker Smith
1w ago
Everybody is looking for radical change, not incremental improvements. Brands still haven’t realized this: They focus on minor tweaks and operate incremental course corrections. It’s worked before; why wouldn’t it continue to work? But the environment has changed. Today’s threats employ discontinuity as a strategy. They don’t think incrementally. The only word they can spell is disruption. The only way to get ahead of disruption is to dump incrementalism, stop following the herd, and go against the flow. I’ve spent my career in airports. Over the years, I’ve learned how to travel by plane. I h ..read more
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Achieving Global Brand Success
Branding Strategy Insider
by Dan White
1w ago
For a brand to succeed internationally, it usually needs to tailor its product and communications to local markets. If you browse the top ten programs on Netflix by country, you’ll see little overlap between the most popular content in the US and India, for example. Netflix excels at providing high-quality content and a great user experience, but the content it promotes varies by market. A brand’s global growth opportunity depends on whether people in different countries have similar needs, priorities, and preferences related to the category. What, when, and with whom people eat varies hugely ..read more
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How Brands Can Prepare For Population Decline
Branding Strategy Insider
by Larry Light
1w ago
Recent data show that US fertility rates are dropping. US women are giving birth “at record low rates,” according to the CDC. Demographers’ current concern is the “replacement rate.” Replacement rate is the total fertility rate at which women give birth to enough babies to sustain population levels – that is, replace a generation. Replacement rate assumes that death rates remain constant and net migration is zero. Right now, the US replacement rate is well below the 2.1 children necessary for generational fulfillment. This number affects many socio-economic issues including labor pools, Social ..read more
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How Interconnected Rituals Energize Brands
Branding Strategy Insider
by Patrick Hanlon
1w ago
Rituals are one of the seven pieces of Primal Code® identified in Primal Branding. The other pieces of Primal Code are Creation Story, Creed, Icons, Sacred Words (or Lexicon), Nonbelievers (or Pagans) and Leader. Icons and Rituals work closely together. You’re staring at this post, which is a ritual, and you’re looking at it on your computer or smartphone—which are iconic. You drive to work which is a ritual, and your automobile is an icon that, thanks to generations of automobile positioning and marketing, tells us a lot about who you are. Rituals are our beliefs in action. If you want a good ..read more
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The Role Of Empathy In Marketing
Branding Strategy Insider
by Walker Smith
1w ago
The most underdeveloped skill in marketing is empathy. I’m not so sure that’s a bad thing. When I say empathy, I’m not talking about sympathy, or compassion, concern or caring for someone. Rather, I mean seeing the world through the eyes of someone else. To walk in their shoes (to mix metaphors). To imaginatively get inside the gritty lived experience of someone else. The marketing lens on the world tends to be an outside-in view, not a view from the inside-out. When marketers conduct research, consumers are put in the spotlight and asked to present their attitudes and behaviors to be recorded ..read more
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Preserving The Starbucks Brand
Branding Strategy Insider
by Larry Light
2w ago
After Starbucks recent second quarter 2024 earnings call, founder and past three-time CEO Howard Schultz posted comments about his hand-picked successor’s strategy. Mr. Schultz reacted to statements made to analysts by Starbucks’ CEO, Laxman Narasimhan and CFO, Rachel Ruggeri, where both executives described Starbucks’ “underperformance.” Mr. Narasimhan and Ms. Ruggeri also handled analyst questions with an abruptness that seemed to leave a lot unsaid. Both Mr. Narasimhan and Ms. Ruggeri stated, however, that Starbucks is a great brand with enormous opportunity ahead. The comments sounded holl ..read more
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The Value Of Branding
Branding Strategy Insider
by Dan White
3w ago
A brand with strong mental connections and responses can charge a higher price for the same volume as a competitor. That higher price can be cashed in to deliver an improved margin for the business or reinvested in the brand for future success. Investments might include more money being spent on innovation or brand-building advertising. Alternatively, a strong brand can achieve a greater volume of sales at the same price. This makes it more attractive to distribution channels and creates efficiencies of scale in operations (sourcing raw materials, production, shipping etc.). In other words, st ..read more
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The Formula For Scrutinizing Brand Survey Data
Branding Strategy Insider
by Walker Smith
3w ago
All survey results are not created equal. Sometimes, it’s just people answering whatever question happens to be put to them, not a real opinion that reflects some firmly held attitude or belief. This caution is especially important nowadays since contemporary surveys generally rely on prequalified panels of respondents who are compensated for answering. Mind you, I’m not flagging anything new. This issue is well-known and well-worn. It’s been investigated extensively in decades of research on research. But that doesn’t mean we’ve reached a point where we can rely willy-nilly on every survey re ..read more
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