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Archive for November, 2006

Common Brand Problems

Overcoming Common Brand Problems – 11

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Like Number 10, Number 11 of the 40 Most Common Brand Problems manifests itself in the corner offices and hallways of an organization. Have you experienced number 11?

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Branding and Cultural Differences

Branding And Cultural Differences

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Branding And Cultural Differences

Marketers can get into trouble when they introduce their products to new countries if they don’t pay close attention to cultural differences.

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Customer Experience

Branding And The Increasing Value Of Human Touch

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Branding And The Increasing Value Of Human Touch

It always fascinates me to see product, service and marketing innovations emerge that bolster our ability to get the ‘bear hug’ we seek from consumers.

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Brand Value & Pricing

Brand Value: Cracking The Pricing Code

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One of the five drivers of customer brand insistence is “value.” While value is comprised of more than just price (benefit bundle, perceived quality, etc.), it’s important to understand pricing to deliver a strong brand value. Following are some concepts that you may find useful as you determine pricing for your brand’s products and services.

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Brad VanAuken Brand Management Common Brand Problems

Overcoming Common Brand Problems – 10

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We're at number 10 of our countdown of the 40 Most Common Brand Problems. Sometimes it's the marketing manager that is part of the problem…

Common Brand Problem Number 10: Frequently changing your brand’s positioning and message

Analysis: New brand managers and marketing executives often feel as though they need to make a name for themselves to continue the climb up the corporate ladder.

Key Point: Don’t succumb to the temptation of doing this by changing the advertising campaign or the brand slogan, especially if the current ones are working well or haven’t been in place long enough to assess their effectiveness. Consistent communication over time is what builds a brand. After all, Hallmark has used its “When You Care Enough to Send the Very Best” slogan since 1944; the Marlboro Man has been Marlboro’s icon since 1955; and Absolut Vodka has featured its bottle’s shape in consumer communication since 1978. If you do make changes, make them gradually and in an integrated fashion based on sound consumer research.

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Sponsored By: The Brand Positioning Workshop

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