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Brand Management

Brand Management

Can Advertising Fix The Volkswagen Scandal?

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Can Advertising Fix The Volkswagen Scandal?

Volkswagen is back with a new ad campaign. The 60-second spot, created by DDB Berlin, shows a red-haired toddler aging through a period of 40 years in a gradually evolving set of VW cars that begins with a Beetle and ends with its latest 2016 model. The TV ad concludes with the message: ‘It’s more than just a car. It’s a lifelong companion.’ In its print ads, the message is even more direct: ‘It’s more than just a car. It’s keeping your promises.’

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Brand Management

How One Brand Can Appeal To Different Customers

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How One Brand Can Appeal To Different Customers

Today on Branding Strategy Insider, we’re taking another question from the BSI Emailbag. Robert, a Director of Brand Strategy from New York, New York asks this about how one brand should address different needs and mindsets for different customers.

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Brand Management

10 Brand Threats And How To Counter Them

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10 Brand Threats And How To Counter Them

There are a lot of things that brands keep doing that put their value at risk. By way of a checklist, here are ten threats and how marketers can counter them.

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Brand Management

The New Era Of Strategic Brand Partnerships

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Brand Partnerships Amazon Ford

An observation from the Havas CES 2016 report that we will increasingly see more companies working together across widely different marketplaces is a reminder of the new bridges that brands must be looking to build going forward. Inevitably these invite new approaches.

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Brand Management

10 Guiding Principles For Effective Brand Building

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10 Principles For Effective Brand Building

In “The Unexpected Universe” naturalist Loren Eisley tells of coming upon a spider in a forest spinning the sticky spokes of the web that extend her senses out into the world. Just so, brand planners need to find ways of extending their senses far beyond what can be directly perceived by their ears and eyes. Like the spider, brand planners sit in the middle of a complex web, listening, watching, waiting.

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