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.
From July 1st to November 18th 1916 raged one of the bloodiest battles in human history resulting in the deaths and injuries of over one million men. Around five miles of enemy territory was gained at a shameful cost.
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“The future of marketing is bespoke everything,” wrote Amanda Mull in the Atlantic. The start-up Prose ships personalized hair-care products made to order to customers who fill out a survey beforehand, while Care/of sells personalized nutritional supplements and Curology offers personalized skin-care concoctions.
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When a brand is in trouble, focus first on the core customer base. Love the customer you have before you focus on the customer you don’t have. When a brand is in trouble, re-energize, protect, and strengthen the core customer. It is the core customer that will profitably finance a turnaround and provide the platform for the future.
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If coronavirus has shown us anything, it is that casual is the way to dress. Casual – hoodies, t-shirts, sweat pants, yoga clothes, leggings and so forth – has become the required fashion for stay-at-home, work-at-home lifestyles. The love for casual has clothing retailers shifting merchandise to satisfy the demand.
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Neighborhood is more than a geographic descriptor. Neighborhood is a mindset… an amalgam of attitudes and behaviors.
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Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world.
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