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Brand Strategy

By definition brand strategy begins with the notion that you can differentiate a commodity. From there brand strategy manifests as a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive context.

Brand Strategy

Brands Are Built By Listening

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Brands Are Built By Listening

Sometimes inspiration for brand strategy comes from unlikely places.

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Brand Strategy

Using Brand Communities To Fight Low Cost Rivals

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Using Brand Communities To Fight Low Cost Rivals

Classic business strategy proposes three equally viable ways to create customer value and achieve competitive advantage – operational excellence, product leadership, and customer intimacy.

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Brand Strategy

National CPG Brands Face A New Challenger

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Brandless Brand Strategy

Loyalty, especially in certain categories, is becoming harder for some brands to earn.

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Brand Strategy

The Five Pillars Of Brand Likeability

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The Five Pillars Of Brand Likeability

As brand marketers, we are conditioned to think early on in terms of attaining loyalty and advocacy for our brands.

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Brand Strategy

Brand Strategy: Art, Science Or Process?

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The Role Of Brand Strategy

This week I had an interesting discussion about the role of brand strategy. Do all the discussion, frameworks and processes that strategists use really add value for brands or is it all just ****?

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