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Archive for January, 2012

Branding & Leadership

Brand Threat: The Out-Of-Touch CEO

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Brand Threat: The Out-Of-Touch CEO

“Bank of America Corp. is scrapping its plan to charge a $5 monthly fee for making debit card purchases after an uproar and threatened exodus by customers.” –Bloomberg, 11.1.11

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Brand Management

Brand Management: Process And Responsibilities

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Brand Management: Process And Responsibilities

Brand Management Process: Key Components

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Brand Audit

Brand Audit: Guardian Of Brand Health

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Brand Strategy Brand Audit

The health of a brand needs to be critically maintained and managed if it’s to contribute sustained value to customers and brand owners over the long term. Of the many tools available for brand owners and managers to assess the well being of their brands, the brand audit is the most widely used and misunderstood.

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Brand Positioning

Brands Live In The Mind

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Brands Live In The Mind

Brands are not things; rather brands are a representation of a highly valued idea that resides in the minds of consumers and stakeholders alike.

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Customer Insight

Consumer Behavior: From Trading Up To Trading Off

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Brand Strategy Value Proposition Shopping

The opposite of trading up is not trading down. In fact, there is no opposite of trading up; shopping behavior is more nuanced than that. When shopping hit the skids after the financial crisis, there was a lot of talk about a new normal of frugality, as if the only thing possible after a decade-plus of trading up was a generation to come of nothing but trading down. It’s clear now that those prognostications were flawed, not to mention overly pessimistic.

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