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Carol Phillips, Author at Branding Strategy Insider

The Trinity Of Brand Strategy

In the business of marketing, words matter. Sadly, marketers disagree over basic branding terminology. Through overuse, the terms ‘mission’, ‘vision’, ‘value proposition’, ‘mantra’, ‘essence’, and ‘identity’ lack precise definition. The confusion makes strategic thinking about brands more difficult and undermines marketers’ credibility. If marketers can’t agree on basic terms and frameworks, how serious can the business of brand strategy be?

Brand Strategy: Rethinking Brand Differentiation

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.

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Branding Strategy Insider is published by The Blake Project, an independently owned, strategic brand consultancy with extensive experience helping businesses and brands gain an emotional advantage, a distinctive advantage and a connective advantage.

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