Rebranding Case Study: Moving Multiple Brands To One
March 1, 202241208 min
In today’s world, name changes are rare. The time, cost and complexity of moving to a new brand name makes it something to avoid if possible.
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Culture - Page 2 of 24 - Branding Strategy Insider
A thriving brand culture reflects a commitment to continuously strengthen the brand and deliver on its promises from the inside out.
The Human Face Of Intangible Assets
February 23, 202237173 min
The marketing discipline is responsible for the creation and management of some of the largest and most important assets of the firm.
Brands Need Creativity And Cross-Functional Teams
January 27, 202271235 min
In a recent marketing report, Deloitte, the multinational professional services network, shared information from its Global Marketing Trends Executive Survey. At the core of the discussion – Building the Intelligent Creative Engine – How unconventional talent strategies connect marketing to the customer – is how to generate and integrate creativity while needing the analytic skills massive data require. The upshot was CMO’s should build collaborative teams of people with different skill sets. With the inundation...
Bringing The CEO’s Vision To Life
January 6, 202271727 min
Companies often have inspiring purpose statements, such as “to bring health through food to as many people as possible” (Danone), “to connect everybody to live a better today and build a better tomorrow” (Vodafone) and “to make a difference in the lives of people globally through our innovative medicines, vaccines, and animal health products” (Merck).
3 Ways To Make Trend Insights Actionable
April 27, 202133226 min
Not that long ago, it would have seemed strange for companies to send their employees into consumers’ homes to observe how they used products and tackled challenges. Now, corporate anthropologists and ethnographers – researchers trained to observe people and cultures – are fairly common, especially among consumer goods companies. The same companies that once led the way in popularizing ethnographic research – customer-centric leaders such as P&G, Intel, Ford, and General Motors – are now...