Brand Growth Requires Changing The Game
January 14, 20133 min
Sometimes when I am faced with a problem, I can only see it from one viewpoint. The result is that I get stuck and can’t figure out how to solve the problem.
NEW THINKING
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January 2013 - Page 2 of 3 - Branding Strategy Insider
Advertising And The Art Of Making An Impression
January 11, 20132 min
The reference to an “advertising message” makes me wince. The word “message” seems to imply that the advertising is designed to convey specific information or an argument. But not all advertising is intended to persuade people by arguing the merits of a brand. And even when it does, I think we overestimate the degree to which people actually comprehend what is shown and said in advertising.
New Requirements For Brand Strategy Success?
January 10, 20133 min
A while back, I talked to Chris Stutzman, VP, Principal Analyst of the CMO Practice for Marketers and Agencies at Forrester. The company had conducted a survey about how engagement with brands might be changing, and Chris wanted to gather opinions on what the findings meant for the future of brands.
Brand Licensing Strategy
January 9, 20132 min
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. To that end we’re happy to answer your marketing questions. Today we hear from Kate, a business reporter for National Public Radio in Rochester, New York who asks this on brand licensing strategy…
The Drivers Of Brand Storytelling Strategy
January 8, 20134 min
Customers own the story of the brand now. What brands say is far less important than what brands actually do to serve the well being of the faithful. Whereas before, the brand conversation was based on delivery and interruption, successful brand conversations are now participatory in ever more technology driven channels.