What Is Your Customer Really Buying?
“The customer rarely buys what the business thinks it sells him.” I often use this quote from the great Peter Drucker to help explain the concept of Jobs to be Done (I took it from Clay Christensen, who did the same). But the quote goes much further, and it relates to much more. Consider these…
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Managing Brand Backlash – Branding Strategy Insider
As marketers, we want our brands to be loved and admired … and purchased. Everything we do is aimed at selling more goods to more people more often. But sometimes, even the great brands miscalculate, underestimate, or become too ambitious. What seemed like the next big idea becomes the next big dud. Then your loyal…
How Mental And Physical Availability Drives Brand Growth
Why is Mental and Physical Availability so important to business and brands? Over the past twenty years there has been growing appreciation for the intangible assets that underpin the financial value of corporations. These assets can be sold, and they are generally worth far more than a corporation’s tangible assets. Mental and physical availability, and…
How Creators Are Challenging Traditional Brand Strategy
I recently put a post up on LinkedIn asking whether the creators are taking over from the ‘traditional’ brands. Why I asked this question was that I was inspired by a twitter post, saying that Mr Beast’s new bar is being distributed to every 7/11 in the USA. As well as this, there was also…
Lessons From Bud Light’s Brand Management Mistakes
Much has been written about the recent Bud Light influencer campaign, and more will be written over time. My colleagues at MASB make a compelling argument that the “boycott” in response to the campaign is unlike other boycotts and is likely to persist well into the future. They argue that brand preferences have changed in…
An Entrepreneurial Process For De-risking Disruptive Ideas
What if you have an idea that is so disruptive, it challenges the organization just to think about it? What if there is an idea with passionate champions and proven consumer work that still feels risky to the organization? Is there a path to externalize even the ideas that seem impossible? The answer is yes,…
How Leadership Marketing Drives Wayfair’s Growth
Wayfair CEO Niraj S. Shah recently told analysts that the Wayfair brand-business – home furnishings and décor – is “… clearly demonstrating that the Wayfair model is inherently profitable and that there is considerable opportunity in front of us to rapidly drive further margin expansion, while investing for future growth.“ About Wayfair’s progress on its…
Keys To Building An Innovation Capability
First Republic grew like a weed through its innovative business model. From 2011 (right after its IPO) to 2022, its assets increased roughly 10-fold. Then it went off the rails. The story holds lessons for innovators everywhere. The bank’s magic stemmed from its holistic approach to clients — rather than seeing customers as a collection…
How Brand Loyalty Creates The Future
Here is some brand common sense. In order to be purchased, a brand must first be considered. The original advertisements for the New York State Lottery: “You can’t win it if you’re not in it.” Well, the same goes for consideration and purchase. Common sense. Yet, a major consulting firm McKinsey & Co. has collected…
Brand Positioning Guide – Branding Strategy Insider
Perhaps the most important brand management activity is positioning the brand properly. Strong brands make credible, relevant, and distinctive brand promises. Even more importantly, they fulfill these every day. The brand promise clarifies what the brand stands for, and it is one of the most important reasons for stakeholders to choose a particular brand. The…