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Author Archive

Brand Management

Successful Brand Management Requires Context

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Successful Brand Management Requires Context

Very often marketers are called upon by clients or fellow business stakeholders to solve complex issues or chart new paths with new products or markets. In these cases there is a natural tendency to immediately immerse oneself into the numbers and assorted details pertaining to the objective, as if the answer is hiding in plain sight on column G, row four of the spreadsheet in front of you. The numbers and analysis when determining a new strategy are important, but that’s only part of the picture. They don’t mean anything without the context that the Big Picture brings.

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Brand Management

Brand Empathy Is About The World Not The Market

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Brand Empathy Is About The World Not The Market

As marketers, we know that brands carry a unique responsibility in the culture where they exist, because they are active participants in it; and as such, have the power to set the tone, provide the example, and inspire all to do better.

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Brand Management

Converting Brand Crisis To Brand Opportunity

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Converting Brand Crisis To Brand Opportunity

Our current situation is one of disruption, fear and uncertainty. However, there is one thing we do know with certainty. This situation will end, and the rebuilding will begin.

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Brand Management

Will Your Brand Pass The Empathy Test?

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Will Your Brand Pass The Empathy Test?

A few years ago here on Branding Strategy Insider, I wrote a piece on empathy, observing the importance of this characteristic in connecting brands with their customers. Empathy validates the feelings, concerns, aspirations and fears someone has, and says, “I understand.” This is not only reassuring but adds relevance to the relationship, as in “we (customer and brand) are together in this.”

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Advertising

Reach, Frequency, Advertising And Brands

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Reach, Frequency, Advertising And Brands

Brand building is the aim of marketing. A big component of marketing is communications, the purpose of which is to attract customers to our brand and to persuade them to support it.

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