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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

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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Brand Strategy

Brand Strategies For Relevant Differentiation

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Brand Strategies For Relevant Differentiation

If properly designed, brands will promise relevant differentiated benefits to their target customers.

Carefully choosing the most powerful benefits will not only result in brand preference, but brand insistence. That is, the brand will be perceived to be the only viable solution for the customer’s need. Put another way, the customer will not pursue substitutes if the brand is not available. The brand establishes a consideration set of one.

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Brand Strategy

Brands Now Thrive As Platforms Not Products

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Brands Now Thrive As Platforms Not Products

It is no longer enough simply to have a product or service — that’s just game stakes — you have to have a YouTube (or other video) presence, pop-in store, TV show, video game, music downloads, memes, print content (book, zine, oversize, lookbook, catalog), a festival, Virtual Reality, an airplane — in addition to the website or APP, the outdoor, Influencers (if you have them), conferences, tshirts, posters, water bottles, CRM, social content and other effluvia.

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