If you find our thought pieces on brand strategy and brand management insightful and would like a deeper understanding for yourself, your marketing teams or leadership teams we can develop a customized learning and development engagement for you.
Author Archive
When strategically executed, extending the brand via licensing is a well-proven growth strategy. Brand Licensing enables:
Read MoreIf properly designed, brands will promise relevant differentiated benefits to their target customers.
Carefully choosing the most powerful benefits will not only result in brand preference, but brand insistence. That is, the brand will be perceived to be the only viable solution for the customer’s need. Put another way, the customer will not pursue substitutes if the brand is not available. The brand establishes a consideration set of one.
Read MoreAwareness of the problems and challenges brands can encounter is an important step in maintaining a strong, healthy brand. So we set out to identify, analyze and solve the 50 Most Common Brand Problems faced by marketers today. Which ones are threatening your brand?
Read MoreEverybody wants a brand that’s different. The irony of that statement is intentional. It belies the conservative manner in which most brands approach competitive difference.
Read MoreBranding Strategy Insider helps marketing oriented leaders and professionals like you define and grow brand value. BSI readers know, we regularly answer questions from marketing oriented leaders and professionals everywhere. Today we hear from Dan, a Chief Marketing Officer in Chicago, Illinois who asks this question about brand maturity models.
Read More