Brand Arrogance: The Threat Within
Consumers don’t value brands; they value the idea the brand represents to them.
NEW THINKING
Consumers don’t value brands; they value the idea the brand represents to them.
Direct marketers have long known something that brand marketers haven’t: responsiveness counts. And not much else.
The ultimate goal of any brand effort is differentiation. Setting your product apart from its competitors is an essential first step toward creating preference and loyalty. According to research firm, Millward Brown, “Brands that are perceived as being different have a much higher potential for growth than do other brands.” Consequently, identifying and communicating meaningful points of difference has become the focus of much strategic branding work.
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’s question comes from Lisa, an economic development executive near Toronto, Canada who asks:
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers. Today we hear from Ryan, a senior analyst with a private investment fund in New York City, New York who has this question about brand licensing.