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Archive for January, 2012

Branding and China

Achieving Brand Success In Developing Markets

By

Brand Strategy China Tide P&G

Almost 20 years ago, I first set foot in developing China, and into the early boom years of that country’s remarkable transformation. As the first Marketing Director for Procter & Gamble China, over the next 3 years I saw the incredible vibrancy, growth and opportunity of a developing market firsthand.

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Brand Management

The Life Span Of Brands

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Brand Strategy Kodak George Eastman Thomas Edison

Like people, brands don’t live forever.* They’re born into the marketplace, grow and become successful, then iconic, and then stale as week old bread. The driver underpinning all these phases is unrelenting and rapid change. Seemingly, the forces driving our global economy are getting harder for brand owners to keep up with. Brands are dynamic. Brands have their cycles and they run their course. What’s difficult for brand owners and managers to grasp is when to continue to invest precious capital into a tired under-performing brand or move on. 

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?Branding Bag? Brad VanAuken

Branding Lessons For Entrepreneurs

By

Brand Strategy Entrepreneur

It is never too early in the process to understand who your brand’s customers are, what motivates them and how to reach them. Doing this at the end of the product development process is usually too late. You will have developed a more unique and compelling solution if it was based on these insights earlier on in the process.

Your solution needs to deliver greater value (that is more functional, emotional, experiential or self-expressive benefits for less money or effort) than competitive offerings for it to break through and gain share. Make sure you understand what your brand’s unique value proposition is. (brand positioning is a process that will define what your brand stands for/what it can 'own' in the mind)

Customer insight will help you create a brand message that resonates with your customers, one that is unique and purchase motivating. Effectively articulating relevant differentiation is key to building a strong brand.  In addition to advertising copy, this message can be translated to a pithy brand “tagline” and a brand “elevator speech” (typically 40 to 70 words) that you and your company’s employees can use when talking about your brand.

Marketing your brand and its products should not be underfunded. If you offer superior products backed by outstanding service at very good prices delivering an outstanding value but no one has ever heard of your company, brand or products, how many sales will you get? Zero. No awareness = no sales. Awareness building is perhaps the most important component of building a strong brand.

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Customer Insight

Brand Attraction And Consumer Orientation

By

Brand Strategy Consumers Customers

What consumers fear most nowadays is not failing to reach the top but tumbling down to rock bottom. The possibility of losing everything is a palpable peril in an economy wracked by high unemployment, weak growth, volatile stocks, disarray in Europe and gridlocked leadership. Most consumers have little if anything to fall back on should the worst happen, so it’s hardly surprising that they are thinking more about avoiding the worst than getting the best.

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Branding: Just Ask...

Measuring Brand Equity For B2B Brands

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Brand Equity Measurement Brand Research
We regularly answer marketing questions here on Branding Strategy Insider. Today’s question comes from Marc, a Senior Market Research Anlayst in Chicago, Illinois. He asks…

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