Brand Threat: The Out-Of-Touch CEO
January 31, 20124 min
“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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January 2012 - Branding Strategy Insider
Brand Management: Process And Responsibilities
January 30, 20124 min
Today we take a deep dive into the brand management process, exploring the various responsibilities and offering practical tips and strategies for managing your brand effectively. Whether you’re a seasoned brand manager or just getting started, you’ll find valuable insights and guidance to help you take your brand to the next level. What is a Brand Management Process? The brand management process is a crucial element of any successful business and involves everything from defining...
Brand Audit: Guardian Of Brand Health
January 29, 20122 min
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.
Brands Live In The Mind
January 27, 20122 min
Brands are not things; rather brands are a representation of a highly valued idea that resides in the minds of consumers and stakeholders alike.
Consumer Behavior: From Trading Up To Trading Off
January 26, 20123 min
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...