When you engage in a naming initiative from the right side of the grey matter, the concern is less on structure and convention, and more on creating a clear mental image that serves the desired posit...
Today on Branding Strategy Insider, another question from the BSI Emailbag. Jackie, a Director of Coprporate Marketing in St. Louis, Missouri writes: "My company is about $100 million in annual r...
The words “brand” and “branding” have become so ubiquitous in our jargon that they are becoming meaningless. Within your organization I’ll bet it’s a fair statement to say you’ve heard these words th...
Dear Marketers: I’m much smarter than your marketing gives me credit for. I don’t like to be sold...I don’t care about your advertising, your free samples, your promotions, your special offers. I don...
The arc of the Internet is misunderstood. From its early description as the Information Superhighway to its current utility for seemingly limitless search, most pundits have characterized – even laud...
The number one topic and trend many CMO’s are integrating into their marketing mix is the use of social media. Marketers are trying to figure out how to get their brands invited to the social convers...
As a marketer you invest precious resources (time, money and talent) toward achieving your business goals – namely getting people to engage with your brand and creating more revenue! The rules have c...
Marketers are now on the far side of the inflection point where pushing products people no longer want has been replaced by business models that engage people with offerings that inspire. Indeed the ...
Successful packaging sells. Any company that invests millions of dollars in product development, consumer research, and marketing expects a return on that investment. The shelf is where that happens....
A startup business faces many difficult challenges getting off the ground. For many early stage CEO’s assessing their priorities, product development and the seed money to grow are their primary conc...
Today on Branding Strategy Insider, another question from the BSI Emailbag. Gabriella, an instructor of marketing and branding in New York, New York writes: "I am an instructor of marketing and b...
Show me the Money! This memorable line from the 1996 movie Jerry Maguire might just as well be coming from today’s CEO’s and CFO’s: a growing and vocal demand for accountability from the Marketing fu...
The brain remembers the emotional components of an experience better than any other aspect. —John Medina When Steve Jobs passed away on October 5, 2011, the world didn’t just lose one of its great vi...
In the late 1980s and early 1990s, neuroscientists at the University of Parma discovered mirror neurons in our premotor cortex that fire when we perform an action and also when we observe others perf...
Even producers in the commodity world of meats and produce have found ways to reposition themselves and thus create a unique selling proposition. Their successful strategies can be summed up in five ...
Consumers are definitely giving retailers permission to grow their private label brands. The real question is will retailers grow private label brand value or simply grow more private labels? In the ...
What you need to build into a brand is a positive. The purpose of hanging a negative on your competitor is to set up that positive idea. Some years ago, Stolichnaya vodka hung “American made” on its ...
I am hearing a lot these days about brand relationships being like human relationships. Maybe it is just me, but I don’t feel that my relationship with brands is the same as the one I have with my fe...
David Ogilvy, a legend along-side the likes of Rosser Reeves and Bill Bernbach, has some strong words to say about deals and price. They are certainly worth repeating: Any damn fool can put on a deal...
Ovaltine is reintroduced with new advertising but the same old orange jar. Sales of the century-old, malt-extract, milk flavoring powder doubled in the first 100 days. Coca-Cola brings back the 40-ye...
There are times, though rare, that a repositioning the competition strategy is not to hang a negative on them, but simply to put your lead competitor in its place—or, shall I say, in second place? Th...
Price is often the enemy of brand differentiation. By definition, being different should be worth something. It’s the reason that supports the case for paying a little more for a product or service, ...
Brands, just like people, have values - bedrock principals they stand for and hold near and dear to the heart. These principals form the reason brands exist. Brand values influence two important busi...
Consumers want to believe again. So help them. People are tired of doing without. The term being bandied about right now by market observers is “frugality fatigue,” meaning the pent-up desire among h...
1. Do go for quantity. Nine of any ten names generated (by any method or means) fail to get through an availability screening. And this is not a new problem. When the Coca-Cola Company introduced its...
The competition-based perspective of brand positioning emphasizes distinguishing a brand from competing brands on benefits important to customers. By contrast, the customer-based perspective focuses ...
Today on Branding Strategy Insider, another question from the BSI Emailbag. Fauziah, a senior brand marketer in Kuala Lumpur, Malysia asks: “We are in the process of developing the corporate brand an...
Given that we are in a U.S. presidential election year, we thought it would be interesting to explore the Democratic and Republican parties as brands. In particular, we wanted to understand how diffe...
In fields as diverse as medicine, physics, and archaeology, researchers are gods. From their tireless curiosity and investigation stem breakthrough cures and innovations, and answers to ‘big’ questio...
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