Building Brands On Ease Of Mind
Branding Strategy Insider
by Larry Light
2d ago
Whirlpool makes home appliances. A lot of these home appliances are “smart.” This means the appliances can be connected to your in-home WIFI and stream your behaviors and your appliances’ “health” back to Whirlpool. Unfortunately for Whirlpool, it appears that customers are not buying into this “relationship.” Customers have either disabled or not synced the connection. This worries Whirlpool. Whirlpool believes the disconnectedness is due to education. Clearly, customers do not understand how beneficial it is for Whirlpool to know what you are doing when you do the laundry. This is a manufac ..read more
Visit website
How Marketers Can Be More Creative
Branding Strategy Insider
by Emmanuel Probst
6d ago
Conventional wisdom suggests that true creators come up with novel ideas in sparks of genius. Many people don’t see themselves as artists or creators or doubt their creative abilities because they believe that artists constantly reinvent the wheel. In reality, most movies, songs, paintings, products, and books are inspired and informed by the work of other creators. They are “remixes”: their creators collect, combine, edit, and rearrange existing materials to produce something new. Creating something new from something old has never been easier—digital media enables us to source, curate, and ..read more
Visit website
Defining Target Markets With Customer Perspectives
Branding Strategy Insider
by David Stewart
6d ago
Brands are defined as much by their market and competitors as their own unique characteristics. Just consider what happened recently to the airline industry where the problems of a single carrier shaded the whole industry. This means building and maintaining a brand must include paying attention to the market as a whole. There are two ways to define any market. Economists, government agencies, trade organizations and many businesses define markets in terms of suppliers or providers, that is organizations that produce and sell particular products and services. In this way they define “industri ..read more
Visit website
Competing On Brand Purpose Is Here To Stay
Branding Strategy Insider
by Walker Smith
1w ago
The status quo is always being challenged. Whatever dominates is always being criticized and derogated. The mainstream is never the only thing. Trends invite counter-trends. Purpose used to be a challenge to the mainstream. The idea of shareholder capitalism accountable to no other constituencies of interest became the mainstream view of business during the 1970s. It held sway but was never free from criticism, particularly as global warming worries grew. The concept of corporate purpose or social responsibility first grew popular as a way for brands to do more for their own bottom-line by do ..read more
Visit website
How Brands Can Compete On Trust
Branding Strategy Insider
by Steve Wunker
1w ago
Trust matters. This one word – so loaded with meaning and impact – drives competitive market share and pricing in industry after industry where outputs are hard to assess or delivered as a service. Moreover, if a customer doesn’t trust a company, loyalty will be fickle. Trust should not be taken for granted. In a 2022 survey, PwC found that nearly 90% of business leaders believed consumers trusted their companies, while only 30% of consumers surveyed said they did. That’s a dangerous disconnect. The problem is that the nature of trust can change over time. It’s not enough to gain a customer’s ..read more
Visit website
Nike’s Journey To Marketing Excellence
Branding Strategy Insider
by Jerome Conlon
1w ago
When Nike’s ten business development principles were written by Rob Strasser in 1977 the words marketing, systems, research and planning were all dirty words inside of Nike’s culture. I know, I was there at a critical time in Nike’s growth. During those days Nike had very idiosyncratic, gruff, scruffy but brilliant leaders, who even thought they were grounded professionally on law (Rob Strasser) or accounting (Phil Knight) and used their native instincts and intuition over half the time. There was no paralysis through over analysis, there was always a bias for action. Try lots of things, lots ..read more
Visit website
How To Position Your Brand As A Ritual
Branding Strategy Insider
by Emmanuel Probst
1w ago
By definition, consumption is ritualistic and all rituals have heroes. Consumers become actors that play the role of the hero to satisfy their ego through consumption. When identifying with a brand and consuming its product, we hope it will transform us into a better, heroic person. Ultimately, marketers’ goals must be to establish a ritual that accompanies the consumption of their product. A group of researchers from Harvard University brought to light the value of rituals in consumption by creating a simple ritual of unwrapping chocolate. The study shows that people who unwrapped the chocol ..read more
Visit website
Implementing Market Segmentation In Retail
Branding Strategy Insider
by Larry Light
1w ago
Market segmentation is fundamental to brand-business building. When creatively and intelligently managed, market segmentation can provide insight into: Superior understanding of the customer so the brand-business can provide outstanding competitive advantage; Strategic focus that is essential for effective marketing; Identifying market priorities that can drive brand-business strategies. Dollar General applied market segmentation to generate its two-year-old pOpshelf brand-business. Without altering its brand promise, Dollar General is leveraging market segmentation to expand its footprint ..read more
Visit website
Brands Are Built With Bridges Not Silos
Branding Strategy Insider
by David Stewart
2w ago
Brands are all about customer experience. Great brands deliver great experiences regardless of whether that experience is the taste of a freshly baked pizza, an exhilarating ride in sports car, or a refreshing night’s sleep on a firm mattress. Products that fail to deliver are rarely on the market for long. The responsibility for brand building usually resides with marketing and sales, but these business functions cannot deliver an experience, product benefits, or satisfied paying customers without the help of the rest of the organization. Who has not been frustrated by a payment department o ..read more
Visit website
4 Strategies For Building Brands With Scarcity
Branding Strategy Insider
by Mindy Weinstein
3w ago
Lists of bestselling items, from books to cosmetics to music, have a strong influence on us because they signal popularity. When in doubt about what to buy, you will more than likely be drawn to the item that is mentioned to be a bestseller. This distinction helps us slip into the mindless decision-making mode because while bestsellers aren’t always scarce, they do communicate high demand and high sales and prove an effective strategy. 1. Best Sellers Imagine that you walk into a large bookstore without a clear idea of the book you want to purchase. You could spend hours aimlessly walking dow ..read more
Visit website

Follow Branding Strategy Insider on Feedspot

Continue with Google
OR