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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

Personalization Strategy: Past, Present And Future

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Personalization Strategy: Past, Present And Future

“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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Brand Strategy

Turnaround Strategy Begins At The Core

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Turnaround Strategy Begins At The Core

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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Brand Strategy

How Brands Disrupt Through Democratization

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How Brands Disrupt Through Democratization

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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Brand Strategy

Building Brands On The Concept Of Neighborhood

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Building Brands On The Concept Of Neighborhood

Neighborhood is more than a geographic descriptor. Neighborhood is a mindset… an amalgam of attitudes and behaviors.

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Brand Strategy

One Strategy For Restoring Brand Relevance

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One Strategy For Restoring Brand Relevance

Brooks Brothers a brand that has lasted for two hundred and two years, and was floundering well before coronavirus hit may be finished. The pandemic gave the brand its last shove over the Chapter 11 line. The main reason for Brooks Brothers’ demise is a common one, the brand lost relevance. It lost touch with customers, their changing needs and changing tastes.

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