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Branding Strategy

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Derrick Daye Brad VanAuken

This blog's focus is helping organizations create brands that build and sustain trust. Branding Strategy Insid [Read More]

Categories: Marketing

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Latest Posts:

3 Considerations For Brand Architecture Design
When companies introduce a new offering as part of their brand architecture, they need to consider the new offering's relationship with the company's other brands. Three criteria can help companies consider which brand naming options to use (regardle...
Branding Strategy
Wednesday, January 17, 2018

The Power Of Intimate Brands
The marketplace is constantly evolving, and as new technologies and a dynamic consumer base continue to change how brands are designed and perceived, we knew that a revision of marketing's fundamental principles was long overdue. Rational-based strat...
Branding Strategy
Tuesday, January 16, 2018

Cutting Too Deep Puts Brands At Risk
When price wars flare up, staying competitive sometimes means cutting costs. In these situations savvy brands will maintain quality and reduce quantity, as we see in this example from the food industry, when Breyers Ice Cream reduced their carton siz...
Branding Strategy
Thursday, January 11, 2018

Biases Determine The Depth Of Customer Insight
Understanding the intangibles that govern the strength of your brand's relationship with consumers enables you to continually refocus and optimize product and service offerings, brand value and experience ultimately improving consumer relationships. ...
Branding Strategy
Tuesday, January 9, 2018

5 Keys To Taking A Local Brand International
It can be tempting in these days of online markets to believe that any brand with a website is automatically international. In reality, building a brand beyond your national borders is more complex than many realize. The first question I always ask b...
Branding Strategy
Monday, January 8, 2018

3 Ways To Grow Small Brands On A Limited Budget
Surrounded with world-renowned brands such as Amazon, Apple, Procter & Gamble and Netflix, we tend to forget there are over 28 million small businesses in America that create two-thirds of all new jobs. Publications, podcasts, business schools (a...
Branding Strategy
Friday, January 5, 2018

Amazon: Advertising's Rising Power
According to a report from ROI Revolution, roughly twice as many shoppers begin their searches on Amazon versus Google. And as Google showed the world with AdWords and Google Shopping, paid placements atop a robust organic search engine transformed e...
Branding Strategy
Thursday, January 4, 2018

The Myth Of The More Socially Conscious Millennials
73% of millennials are willing to spend more on a product if it comes from a sustainable brand. 81% of millennials expect their favorite companies to make public declarations of their corporate citizenship. These statistics from Nielson's 2015 Global...
Branding Strategy
Wednesday, January 3, 2018

Brand Culture Workshop
At The Blake Project we believe that a key component to a brand's success lies in forging a rich culture/ecosystem/community that people feel they belong to and that they actively advocate to others. Powerful brand cultures are built from the interac...
Branding Strategy
Tuesday, January 2, 2018

When Founders Fail Their Brands
Mark Ritson is right when he asserts, "Founders are inseparable from the brands they create." And sometimes that's a problem. In January, John Schnatter, founder of Papa John's International will step down as CEO, weeks after making controversial rem...
Branding Strategy
Thursday, December 28, 2017

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