Branding Strategy Insider is the leading resource for helping marketing oriented leaders and professionals define and grow business and brand value. Search this site for thousands of thought pieces from world-renowned experts and luminaries, featuring actionable insights and a 360-degree perspective of the rapidly evolving disciplines of brand strategy and brand management. Branding Strategy Insider is a service of The Blake Project a strategic brand consultancy focused on helping brands find their emotional advantage, distinctive advantage and connective advantage.
Marketers may worry that a social purpose will turn off consumers, or at least divert resources that could have been used to win over buyers directly. But brands on a mission are usually rewarded, not penalized, by their customers.
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The segmentation graveyard teems with sorry creatures. Most large organizations – and many small ones – have such a graveyard buried within past market research and strategic plans. Among its disused inhabitants are schemes that:
It has long been a task of marketing to change people’s minds. Perhaps the most difficult task of all as people grasp firmly to their beliefs.
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Jobs to be Done is a hot concept. Companies as wide ranging as twitter, Nestlé, Clorox, and Cisco have been using the theory to double down on customer-centricity. Given that I co-authored one of leading books on the topic, this development is good news. However, I’m dismayed to see how people struggle with using the framework for market segmentation. They tend to over-simplistically bifurcate markets, define segments around jobs that are actually universally important, or frame the analysis from the wrong starting places (e.g., what people are buying today). There is a much better way.
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Wars always have casualties, but may not always have a winner. This also goes for business wars, particularly when successive price cuts have companies selling below cost.
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Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world.
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