Scent Marketing Success: Step 2 Of 10
August 15, 20081 min
2) Define your brands “Whiff Factor”
NEW THINKING
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August 2008 - Page 2 of 4 - Branding Strategy Insider
Consensus: Heart Of Brand Positioning
August 14, 20081 min
Frequently, the brand design is not embraced by the organization because the leadership team was not actively involved in the process at every step along the way.
The Reality In Ranking The Top Global Brands
August 13, 20083 min
Twenty plus years ago a widening disparity began to appear between the tangible net assets of a company and the actual price that would be paid to buy that company.
Successful Brand Repositioning
August 12, 20081 min
You follow the same steps and address the same brand design components when repositioning a brand as you do when first designing the brand. But, brand repositioning is more difficult than initially positioning a brand because you must first help the customer “unlearn” the current brand positioning (easier said than done).
Brands Feel Web’s Growing Influence
August 11, 20084 min
In the 90s we all got a bit carried away with the Internet. Marketers wondered when Internet marketing expenditure would exceed traditional forms of communication. One bestselling article in the Harvard Business Review concluded that the Internet would render brands obsolete.