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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

Using Glamour To Build Brands

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Using Glamour To Build Brands

For many of us, glamour is embodied by timeless icons such as Jacquie O., Marilyn Monroe, Grace Kelly or Cary Grant. Certain brands and products also became synonymous with these icon’s glamour: Rayban’s wayfarer, James Bond’s Aston Martin and Hermes’s Kelly bag.

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Brand Strategy

9 Strategies For Manipulating Brand Benefits

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9 Strategies For Manipulating Brand Benefits

Knowing how customers make buying decisions (and how they judge the relative value of one brand over another) is important because it provides insights into the different value-enhancement strategies marketers can use to enhance the brand’s value and strengthen brand admiration.

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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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