Brand Management

These are challenging times for brand. One challenge is that of demography. A challenge that requires brands to leverage strategic dexterity and insightful planning.

A great brand does not need to be a big brand in terms of size. But, it does need to be a big brand in terms of its power to engage people’s imagination. For example, Nike, Coca Cola, McDonald’s, Apple, Beetle are great brands.

Stronger businesses and brands – that’s our hope for every marketing oriented leader and professional that reads our insights on Branding Strategy Insider. Since 2006 we’ve shared thousands of thought pieces focused on the most important concepts in brand management. This year was no exception.

Agile is often thought of as a process when it’s really a mind-set (supported by processes, of course). Yes, it’s about testing and learning, and new ways of working, but at the heart of agile is the determination to provide the customer with something she or he wants or needs.

In the early 1990’s, Ford Motor Company initiated a sweeping internal branding project. The project entailed articulating the brand promises for the corporate brand, the automotive brands and each brand’s car models. There was a huge 3-day employee event staged in Cobo Hall. As part of the event, each employee received a newly written marketing handbook. The leader of the brand project was the CFO.