Here on Branding Strategy Insider, we’ve discussed the value of demographics in brand strategy many times. For instance, in Mark Ritson’s article “The Everlasting Value of Demographics,” he states, “… using demographics as part of a broader approach to behavioral segmentation and targeting remains a valuable activity for many marketers and brands.” And in “Brand Growth and Changing Demographics,” Walker Smith compared Millennials to retirees and observed the surprising value of the “silver economy” as “a robust source of innovation and future growth.”
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While the business world moves at its greatest pace, brands must remember that the basic expectations of the people it serves are holding steadfast. And that the customer’s experience with your brand will always be shaped by the driving power of human needs.
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In response to a rumor that he had died and the subsequent newspaper coverage, American humorist, novelist and social critic Mark Twain said, “The reports of my death have been greatly exaggerated.”
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I am often asked, what are the pros and cons of having your own brand, versus supplying the product for someone else’s brand. As in anything, there are two sides of the coin, but deciding which way to go should never be a coin toss. More often than not, it is not an either/or proposition … it is both.
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Harvard University was founded in 1636 and is the oldest institution of higher learning in America. In the 382 years since, education has been practiced and perceived, more or less, in the same traditional ways…until now.
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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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