I Am The Brand
September 22, 20112 min
To align brand relevance, the makers and the users need to see their own reflection in the mirror of the brand.
NEW THINKING
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September 2011 - Page 2 of 4 - Branding Strategy Insider
Can You Reposition A Brand To Win?
September 21, 20112 min
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Ely Portillo, a business reporter from the Charlotte Observer in Charlotte, North Carolina who asks this about brand strategy.
Brand Research: Generating Good Ideas From The Bad
September 20, 20113 min
Qualitative research is especially well suited to discovering something creative, such as a new name or positioning for a product. One focus group technique that helps uncover the best new ideas is, paradoxically, to ask respondents for bad ideas – the worst ones that come to mind.
Do You Deliver On Your Brand Promise?
September 19, 20112 min
To the degree your brand meets the expectation of your customers, will define the true value by which your brand is measured.
3 Keys To Building A Competitive Brand Advantage
September 17, 20113 min
In many conversations with my client colleagues, hands down, the most important brand building challenges they say they are facing is vision, innovation, and alignment.