Branding

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Defining Target Markets With Customer Perspectives

Defining Target Markets With Customer Perspectives

Brands are defined as much by their market and competitors as their own unique characteristics. Just consider what happened recently to the airline industry where the problems of a single carrier shaded the whole industry. This means building and maintaining a brand must include paying attention to the market as a whole. There are two…

Competing On Brand Purpose Is Here To Stay

Competing On Brand Purpose Is Here To Stay

The status quo is always being challenged. Whatever dominates is always being criticized and derogated. The mainstream is never the only thing. Trends invite counter-trends. Purpose used to be a challenge to the mainstream. The idea of shareholder capitalism accountable to no other constituencies of interest became the mainstream view of business during the 1970s….

How Brands Can Compete On Trust

How Brands Can Compete On Trust

Trust matters. This one word – so loaded with meaning and impact – drives competitive market share and pricing in industry after industry where outputs are hard to assess or delivered as a service. Moreover, if a customer doesn’t trust a company, loyalty will be fickle. Trust should not be taken for granted. In a…

Nike’s Journey To Marketing Excellence

Nike’s Journey To Marketing Excellence

When Nike’s ten business development principles were written by Rob Strasser in 1977 the words marketing, systems, research and planning were all dirty words inside of Nike’s culture. I know, I was there at a critical time in Nike’s growth. During those days Nike had very idiosyncratic, gruff, scruffy but brilliant leaders, who even thought…

How To Position Your Brand As A Ritual

How To Position Your Brand As A Ritual

By definition, consumption is ritualistic and all rituals have heroes. Consumers become actors that play the role of the hero to satisfy their ego through consumption. When identifying with a brand and consuming its product, we hope it will transform us into a better, heroic person. Ultimately, marketers’ goals must be to establish a ritual…

Implementing Market Segmentation In Retail

Implementing Market Segmentation In Retail

Market segmentation is fundamental to brand-business building. When creatively and intelligently managed, market segmentation can provide insight into: Superior understanding of the customer so the brand-business can provide outstanding competitive advantage; Strategic focus that is essential for effective marketing; Identifying market priorities that can drive brand-business strategies. Dollar General applied market segmentation to generate its…

Brands Are Built With Bridges Not Silos

Brands Are Built With Bridges Not Silos

Brands are all about customer experience. Great brands deliver great experiences regardless of whether that experience is the taste of a freshly baked pizza, an exhilarating ride in sports car, or a refreshing night’s sleep on a firm mattress. Products that fail to deliver are rarely on the market for long. The responsibility for brand…

12 Principles For Building Successful Brands

12 Principles For Building Successful Brands

Based on events of 2022, here are twelve do’s and don’ts to keep in mind as you build your brand in 2023. Do’s 1. Do Know The Business In Which You Do Business Please be specific. For example, you are not in the restaurant business; you are not in the fast food business; you are…

4 Strategies For Building Brands With Scarcity

4 Strategies For Building Brands With Scarcity

Lists of bestselling items, from books to cosmetics to music, have a strong influence on us because they signal popularity. When in doubt about what to buy, you will more than likely be drawn to the item that is mentioned to be a bestseller. This distinction helps us slip into the mindless decision-making mode because…

Emotions Guide Today’s Path To Purchase

Emotions Guide Today’s Path To Purchase

We’ve been told a consumer’s path to purchase proceeds in a straight line: awareness, familiarity, consideration, purchase … and if done right, it leads to brand loyalty. It’s a logical step-by-step progression model and gives brands the confidence to manage customers’ engagement and activate them along each step in their journey. Illusion Unveiled The problem…