Emma Smith (not her real name) is the UK marketing manager for a well-known perfume brand. The brand has been on the market for eight years – an eternity in the fast-moving, constantly changing world of fragrances.
Place Branding is a regular topic here on Branding Strategy Insider. We have covered the process as well as other angles of the discipline.
I have just started working with a new client in London and we have just completed the Day One briefing. This is the moment after all the non-disclosure agreements have been signed when you get a full and frank overview of the company, its brands and strategies. My client is in awesome shape. It has five key brands and I spent the day learning about each from its respective brand manager.
The goal of any brand positioning exercise is to develop a brand promise that is unique, compelling and believable.
The advertising industry ranked lower in public opinion than other businesses in the 1920s.
