Brands are so much more than names and logos. Strong brand leaders inspire their organization to deliver a stronger brand. Great brands inspire their managers and employees, customers and prospects, suppliers and influencers. Their logo is merely a symbol to evoke emotional and cognitive associations inspired by the perceived brand experience. Starbucks employees are trained [...]
Posts Tagged ‘Brand strategy’
Published: December 11, 2011 | Filed in: Brand Strategy, Experience Design, Health Care, Marketing Strategy | Comments Off
Published: November 20, 2010 | Filed in: Brand Strategy | Comments Off
2010 was an excellent year for brand blunders – some of the most powerful brands will likely make marketing history with their poor management decisions. The least we can do is learn from them.
Published: October 14, 2010 | Filed in: Brand Strategy, Market Research, Marketing Strategy | Comments Off
Published: September 1, 2010 | Filed in: Brand Strategy, Differentiation, Health Care, Market Research | 1 Comment »
Many market research companies have brand positioning tools to help you define your brand strategy. Some specialize providing ‘pre-designed tools for your industry such as healthcare, banking, automotive, tourism and many others. These companies may have a study ready to implement; it’s less expensive and takes less time. But at what cost?
Published: July 8, 2010 | Filed in: Brand Strategy | 1 Comment »
Many experts compare brands to people. I’ve seen the DNA model used to define the characteristics of a brand. As people, we are born with certain traits, physical characteristics that affect our appearance, our personality, our cognitive skills, and our talents. But neither brands nor people are static.
Published: June 9, 2010 | Filed in: Brand Strategy, Market Research | 1 Comment »
An effective brand strategy has to meet three criteria: It has to be relevant to all target audiences It has to be true and hopefully credible It has to be differentiating But brands are not static nor are their markets. Competitors change, technology changes, demand changes, resources change. So most organizations need to monitor their [...]
Published: May 28, 2010 | Filed in: Brand Strategy, Differentiation, Experience Design | Comments Off
The strongest brands are well aligned internally. This post provides an example of an extremely diverse company that has an extremely well aligned brand and company.
Published: May 11, 2010 | Filed in: Brand Strategy, Experience Design | Comments Off
Consumer trust has plummeted for some brands over the past several years. Starting with Enron, some large mortgage and financial institutions, BP, Toyota, even Johnson & Johnson have made very serious mistakes that have affected consumer trust in their brand. Their brands made promises. They broke those promises. These brands have done a disservice to [...]
Published: April 22, 2010 | Filed in: Brand Strategy, Experience Design | 2 Comments »
As a constant student of branding, I enjoy finding brand experiences that tangibly punctuate a brand promise. When it happens – I am impressed by the management of a company that has embraced the brand promise and engaged employees in delivering it. My first moment of insight was traveling Southwest Airlines.
Published: April 20, 2010 | Filed in: Brand Strategy, Destination Marketing, Differentiation | 1 Comment »
How often is location the driver in which brand you choose? Which drug store do you use? Which dry cleaner? Fast food restaurant? Gas station? Most likely – you have chosen the closest one to your home or work. Why? Because the choices just aren’t that different so it doesn’t matter which one you choose. [...]