Brand Research & Brand Positioning e-learning Courses
Branding Strategy Source
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2w ago
  During February and March of 2025, I am offering "Brand Research" and "Positioning Your Brand to Win" e-learning courses for $35 instead of the normal $150, for a $115 price discount. This very low price will only be available for these two months. These courses are intended for beginning through intermediate study of the topics. They include videos, links to online blog posts and articles, numerous examples, tools, templates, exercises and a quiz. You will emerge from these two courses with a much better understanding of these topics. Brand Research Positioning Your Brand to Win ..read more
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Marketing Needs Assessment
Branding Strategy Source
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3w ago
  In conjunction with BrandForward, Inc., we are conducting a marketing needs assessment. If you are a marketing professional or business executive of any type who is aware of your organization's marketing needs, please help us quantify those needs so that we can report those needs back to you in a subsequent blog post. Your response will be combined with other responses and your identity will remain anonymous.  It is estimated that it will take you 6 minutes or less to complete. Here is the LINK to the survey.  Thank you in advance for helping us report the most pressing ma ..read more
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Generic Market Segmentation
Branding Strategy Source
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3w ago
  We at BrandForward have conducted dozens of market segmentation studies for our clients, some very sophisticated testing over fifty attitudinal statements with ending samples as high as 5,000 consumers. The sophisticated studies have employed cluster analysis, factor analysis, multi-variate regression analysis and other advanced statistical techniques. These sophisticated studies identify the top few market segments for a brand together with the key messages for each. But I am not writing about that here. I am writing about the four generic market segments: Price driven consumers C ..read more
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A Mosaic of Branding Strategy Source's Blog Posts
Branding Strategy Source
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1M ago
  Since 2014, Branding Strategy Source has published 710 blog posts. Today, I have included links to twenty of its more unique posts for your reading pleasure. Animals in Advertising Brands that Harken Back to Simpler Times Brand Advertising and Humor Brand Problems of Their Own Making La Posada Hotel Brands as a Path to Self-Esteem Historical Brands in America Identifying Riding Lawn Mower Brands by Color Purchase Patterns of Wealthy Households Branding Water 21 Stories for Scouting When the Buzz is Gone Creating "Category of One" Brands Proactive Publicity How to Remain a Leading-E ..read more
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Your Brand is the Gestalt of Its Touch Points
Branding Strategy Source
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1M ago
  While marketing professionals historically thought of the brand and its positioning as being primarily the result of its identity system and marketing communication, because the brand is owned in the mind of its customers, it is really the gestalt of all of its touch points. Brand managers have been talking about customer journey mapping and customer touch point design for the past two decades. However, it would behoove marketing professionals to occasionally revisit all of the ways their brands make an impression on the customer. Does the brand's website make it easy for customers t ..read more
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Color Psychology
Branding Strategy Source
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4M ago
  Color choice is important in brand identity systems because colors have psychological effects on humans and can trigger specific emotions and associations. For this reason, I included an entire section on brand identity and color choice in my Brand Aid book. Here is some of the latest research on colors. These meaning are often associated with these colors: Red: Love, passion, sex, lust, excitement, power, confidence, speed, aggression, intensity Pink: Soft, reserved, feminine Purple: Royalty, luxury, glamor, mystery, magic, spirituality, bravery Blue: Wisdom, hope, reason, peace, ca ..read more
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Skill Sets Required of Marketers
Branding Strategy Source
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4M ago
  One of the things that attracted me to marketing is its use of both the right-brain and the left-brain. Ideally, marketers have creative and analytical minds. Having said that, the two most important skills a marketer must possess is common sense and the ability to put him or herself in the shoes of the customer. That is, a marketer must possess deep insight into the motivations and behaviors of their brand's target customers. But marketing is actually a broad label for a wide variety of different marketing tasks and skill sets. For instance, a marketer could be an expert in qualitati ..read more
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Brand Aid - An All-Time Best-Selling Brand Book
Branding Strategy Source
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5M ago
First published by AMACOM in 2003, the hardcover English version of Brand Aid has sold more than twenty thousand copies in the USA, making it a best-selling business book. The book has been translated into Japanese, Korean and Russian. Other versions of the book have been published under the titles The Brand Management Checklist in the UK and Branding in India. Paperback, digital and audio versions of the book are also available. Brand Aid is currently distributed by Harper-Collins. The book is used to teach brand management and marketing at many business schools throughout the world. The ..read more
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Startup Insights
Branding Strategy Source
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5M ago
Many of you may know that in addition to my brand strategy consulting I am a new venture coach. I have been coaching pre-seed to series A startups for over three years now, during which I have coached two dozen companies with a very high success rate. Many of these companies have reached the commercialization stage in which they have achieved rapidly growing profitable sales. Here are some of my thoughts from working with startups.  Entrepreneurship adds value to the world in these ways: • Introduces new products and services • Creates jobs and economic growth • Empowers ..read more
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Power Tool Branding and Color
Branding Strategy Source
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1y ago
Back in May of 2018, I wrote a post entitled "Identifying Riding Lawn Mower Brands by Color." It has become one of this blog's most popular posts. Today, I am following up on that post with a short post on power tool branding. Even more so than riding lawn mowers, power tool brands can be easily identified by color. Anyone who works in the construction industry can immediately tell which brand of power tool someone is using by the color alone.  Below are pictures I took of power tool brands as they are displayed in a Home Depot store.  In some product categories, color pla ..read more
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