We use the term “brand” with such frequency, such alacrity, and such assurance, you’d almost think we know what it means.
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Hollywood and the marketing industry have a lot in common: both create fantasy worlds that spark our imagination. Both build dreams.
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The saying “Success has many fathers, but failure is an orphan” goes back at least as far as Tacitus (around 100 B.C.).
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Citigroup calls it the Hourglass Theory. As income inequality increases, consumers are polarizing into two groups – the few looking for high-end, highly differentiated and high value-added products, and the many looking for value, and sometimes extreme value.
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In 2007 The Washington Post carried an astonishing article describing what is now a classic yet valuable social experiment the newspaper had conducted.
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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.
Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world.
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