Brands

A Smarter Way to Measure and Maintain Your Brand’s Health

on Thursday, 26 May 2016. Posted in Brands, Research

Elevating brand health research from mere measurement to quality insights and actionable recommendations requires a more strategic approach. Read on the learn how to avoid research malpractice and see how we ensure brand health measurement delivers real value.

Tired of Brand Babble? A Glossary of Common Brand Terms

on Monday, 02 November 2015. Posted in Brands

Brand marketers; take out a sheet of paper. Ready? Now write a crisp, clear definition for each of these terms: brand strategy, brand platform, brand identity, brand positioning, brand personality, brand image, brand vision, brand essence, brand mantra, brand value proposition, brand promise. Extra credit: define ‘brand.’

My point? For an industry that relies on words, marketers are rather careless about defining the terms of their craft.

Seven Market Research Mistakes and How to Avoid Them

on Monday, 02 November 2015. Posted in Brands

Brand marketers; take out a sheet of paper. Ready? Now write a crisp, clear definition for each of these terms: brand strategy, brand platform, brand identity, brand positioning, brand personality, brand image, brand vision, brand essence, brand mantra, brand value proposition, brand promise. Extra credit: define ‘brand.’

My point? For an industry that relies on words, marketers are rather careless about defining the terms of their craft.

Shaking Up the Restaurant Business: How Shake Shack ’ s Brand Vision Guides Smart Decisions

on Wednesday, 09 September 2015. Posted in Brands

Shake Shack envisions a world where what we eat is a reflection of how much we care about the earth and our families and our own bodies.

That’s a big vision. And at some companies, it would just be words on a page. But Shake Shake clearly has a well-honed brand identity to answer the big questions that guide decisions that bring the vision to life at all levels of the company:

Alphabet Soup: Why Google Restructured Its Brands

on Tuesday, 01 September 2015. Posted in Brands

On August 10, Google startled us all by restructuring its business and shuffling its brands, creating some new ones along the way. Google is hugely successful as-is, and they’re so smart. So the move leaves many asking why the company would move away from the well-known and highly regarded Google brand and introduce Alphabet as its new corporate name?

Too Big to Succeed? Remedies for Revitalizing Big Brands

on Wednesday, 17 December 2014. Posted in Brands

Brands are introduced, grow and unless they are very good at sustaining relevance, they decline. Today, many of the largest, most valuable US ‘mega’ brands are struggling. The unique value propositions these brands offered in their salad days are being undermined by their size and market klout, leaving them vulnerable to smaller, nimbler upstarts. For big brands on the bubble, the answer is probably not a short -term PR campaign or high priced reputation consultants. Here are just a few ways mega brands can reinvent themselves for the new marketing era.

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