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Brand Strategy - Page 6 of 57 - Branding Strategy Insider

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.
Sell The Category Not Sustainability

The barrier for sustainability is price. Typically, this is blamed on consumers. Marketers say to themselves that consumers are not living up to their values, because if they were, they’d prioritize sustainability and pay for it. So, the job for brands is defined as getting consumers to follow through on good intentions. This involves segmenting consumers by sustainability attitudes to develop marketing appeals.

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