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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:

Brand Storytelling: Focus On People Not Products
The harsh truth is: stories are shared because audiences find them interesting, not because they belong to a brand. And probably, a brands' biggest challenge is how to get the attention, the time and captivate today's dispersive audiences. But the so...
Branding Strategy
Tuesday, December 11, 2018

How B2B Brands Succeed With Thought Leadership
B2B brands have long used thought leadership as a way for customers to gain access to the brand's specialized expertise. When done well, thought leadership content can strengthen a brand's reputation and ignite meaningful conversations that deliver t...
Branding Strategy
Monday, December 10, 2018

Why Brands Are Crucial To Innovation
Here's a thought experiment. Imagine the engineers working in the product development labs at Volkswagen A.G. develop three innovations: a suspension for a smoother ride, a more fuel efficient ignition system, and a better safety restraint system. Th...
Branding Strategy
Thursday, December 6, 2018

The One Competitor Marketers Underestimated
Looking back at 2018, there's one competitor we underestimated this year. It's slowly draining the attention of every human on the planet. It plays into almost all human needs as they are defined by the Maslow Hierarchy. It's the rectangular status...
Branding Strategy
Wednesday, December 5, 2018

How Evolving Print-Media Brands Are Creating Value
The last decade has seen sharp declines in traditional print-based media including magazines and newspapers. Some, like Teen Vogue and Self have transitioned to digital-only editions. Other legacy titles are being transformed into networks, as with G...
Branding Strategy
Monday, December 3, 2018

How Brands Can Confront The AI Platform Challenge
Pity the brand marketer. Over the past couple of decades she has had to contend with disintegrating mass media, concentrating retail distribution channels, the rise of advertising platforms such as Google and Facebook, and a tide of data and analytic...
Branding Strategy
Friday, November 30, 2018

Brand Strategy For The Startup CEO
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 concerns. Few if any are thinking much about brand buil...
Branding Strategy
Thursday, November 29, 2018

4 Myths About Rebranding
Last year, many of our Branding Strategy Insider authors offered their perspectives on one of the most difficult brand strategies to pull off successfully: The rebrand. In our Rebranding Strategy Guide, Hilton Barbour observed, "Rebranding initiative...
Branding Strategy
Wednesday, November 28, 2018

How Emerging Brands Win With Purpose
There can be little of greater importance to a growing company than its unique reason for existing and the expansion that mission enables. Yet, despite its importance, a sharp definition of what the company stands for and what makes it special is one...
Branding Strategy
Tuesday, November 27, 2018

How Brands Can Avoid Culturally Flammable Ideas
Flammable ideas. They are everywhere these days. We see brands struggle with the portrayal of diversity and what it looks like, or representing physical handicaps in a way that is trustworthy and socially relevant. We see a greater complexity of gend...
Branding Strategy
Monday, November 26, 2018

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