Blog
Tag Archives: Brand Strategy
The Brand Architecture Dilemma
Branded house or house of brands? Should a business focus on a corporate brand or deploy a host of individual product/service brands? There seems to be lot of debate lately within the blogosphere, and I wanted to add a few thoughts. The most recognizable sample of a house of brands is Proctor and Gamble (P&G). [...]
Also tagged: Brand, Marketing Strategy, Strategic Thinking 4 Comments
Turning Change into Evolution
I would like to challenge “change.” We hear so much about change in business today. Companies continually put a positive spin on “change” in their organizations, but it often seems like those changes are reactionary, like they are a step behind.
Also tagged: Brand, Marketing, Marketing Strategy, Strategic Thinking 6 Comments
Differentiation: It’s not just being different
Every time I read an article, white paper or blog about brand strategy development, the term “Differentiation” is featured as one of the key elements. Yes, differentiation is a key element in building an effective brand strategy, but it doesn’t stop there. Simply saying the same thing in a different way does not create the [...]
Also tagged: Brand, Branding, Marketing 9 Comments
Great Brands Begin Internally
For many marketing departments, the primary focus is on building a brand that engages the target audience to create awareness and generate interest. Budgets, research and strategies are all aimed at building a brand that speaks directly to the external people it’s intended to reach. But we can’t stop there.
Also tagged: Brand, Branding, Marketing 3 Comments
Key Success Drivers: Customer Voice, Customer Experience
As marketers, customer retention should always be a priority in our brand, marketing and communications programs. Now more than ever, we need to be strong advocates for treating customers like gold. That’s an easy concept for all of us to endorse. But how do you embed it in the fabric of your organization? It begins [...]
Also tagged: Brand, Branding, Communication Programs, Integrated Communications, Marketing, Retention No Comments »
Who Is Your Target?
Let’s pretend your company makes light bulbs. Everybody needs light bulbs, right? So, that would mean that your company’s target is everybody? Well, maybe not. The temptation to market to a broad audience, rather than a narrow one, is understandable. More potential buyers = more potential sales. In this economy, we’ll take sales where we [...]
Also tagged: Communication Programs, Integrated Communications No Comments »
Manage Your Brand to Persevere – and Capitalize
We’ve been hearing about it every day for months. Bank busts, bailouts and buyouts. Gloom and doom, 24/7. It sent some companies into a defensive mindset, paralyzed by fear and a focus on “laying low” until the storm subsides. Others threw long-term strategy out the window. Cost cutting and short-term revenue-generating activities are their only [...]
Also tagged: Branding No Comments »
Solid Creative is Built on Solid Branding
I have a Thomas Edison quote hanging in my office that reads, “Opportunity is missed by most because it is dressed in overalls and looks like work.” It’s one of my favorites. In rebranding your company, you have an opportunity – a big one – to clarify your brand, to make it distinctive and relevant. [...]
Also tagged: Branding No Comments »
Developing a Powerful Brand Experience
Does your brand connect with your target audience? Does it stand out from the competition? And have stopping power? Find out what you can do to activate your brand and reach your target in this podcast featuring Vice President of Strategy and Integrated Communications, Bill Kobel. JPL Case Studies Read About JPL’s Rebranding
Also tagged: Branding No Comments »
What have you done for me lately?