Brand Management

Online shopping offers convenience and safety. Meal kits allow us to cook elegantly without going out to eat. Restaurant delivery brings restaurant meals home without cooking. The problem is packaging. Within our boxes of deliveries are boxes and bottles of products. And, most of this packaging has limited sustainable benefits.

Disruption is often associated with innovation, risk-taking, speed, agility, and a willingness to challenge the norms and disrupt the business itself in order to enter new markets and categories. These are all traits of smaller, younger digital businesses, for sure, and can be the first type we think of when we consider disruptive organizations. Of course, some of those startups then scale up and become an Amazon, Apple, or Netflix: huge, successful companies that maintain a disruptive culture in everything they do.

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.