Thursday, February 26, 2015

The Best Brands Are Disruptively Consistent

I’ll never write a book on branding. I don’t have the time to sit down and commit the months, probably years, it would take to create something of value on the topic of brand management. And the people I have spoken to who have committed that kind of time to writing a management book invariably […]



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Brand Behaviors And Trust

Your word is your brand. Or rather, if the words aren’t right and your consumers depend on them for vital information, your brand will quickly find itself in the crosshairs of regulators, activist groups and annoyed consumers. The recent case concerning the contents of herbal supplements is more than an argument over percentages; at its […]



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Is Brand Differentiation Still Possible?

Short answer – yes it is, but not in the way it was. I haven’t met a brand manager yet who didn’t tell me that they had a differentiated product. I’m not surprised. It’s part of the job description of any brand owner to be marketing something that is disruptive, market-changing, blue-ocean, category-killing…15 years on […]



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Brands And Discounts: A Dangerous Liaison

Failing retail brands often have a second theme that unites them: discounting. While the popular press might trumpet sales promotions as being good for the consumer, it’s also worth remembering that price discounting is very bad for brands that over-use it. Let’s start with the most obvious drawback: it’s literally money off the bottom line. […]



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Stay True To Your Brand Positioning

A few years ago, I was working as a consultant for a luxury brand. After a long and fruitful week of branding meetings across Europe, we ended the week in Paris and I visited the brand’s biggest boutique with one of its senior executives. Enamored after five days of working for this lovely brand, I […]



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