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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:

Using Improv To Build Brands
With an abundance of data at their fingertips marketers try to analyze and optimize everything, from consumer journey touchpoints to media placements through clicks, page views and store visits. Trying to decipher millions of data points can be mind-...
Branding Strategy
Friday, February 16, 2018

Brands Must Be Aware Of Their Social Contracts
The venerable L.L. Bean brand, renowned for exceptional, high-quality outdoor apparel, finds itself under fire today, the target of rising customer backlash over abandoning a long-held return policy that is no longer viable. Embodying a core belief t...
Branding Strategy
Thursday, February 15, 2018

How Brands Can Convert Data To Insight
Which person, from another field, do you think advertisers could learn most from? One name that might not spring to mind is Abraham Wald. Wald, who Matthew Syed wrote about in Black Box Thinking, was the grandson of a rabbi, born in the Austro-Hungar...
Branding Strategy
Wednesday, February 14, 2018

Brands Must Recognize Their Burning Platform
What is your burning platform? Having customers walk into your store to shop for a flat screen TV, then ordering it through their Amazon app at the store because Amazon has a better delivery service. Having customers wait 15 minutes to get a service ...
Branding Strategy
Tuesday, February 13, 2018

How Can Brands Compete With Amazon?
How to compete against Amazon is a key strategic question at the moment. Rightfully so as more and more brands are forced to contend with its seemingly iron-clad business. Having worked in key positions at Nike and Starbucks at critical points in the...
Branding Strategy
Monday, February 12, 2018

Brands And The Paradox Of Growth
Growth creates complexity, and complexity is the silent killer of growth. This paradox explains why only about one company in nine has sustained more than a minimum level of profitable growth during the past decade, and why 85 percent of executives b...
Branding Strategy
Friday, February 9, 2018

How Brands Can Compete In A Polarized World
One of the more insightful reports to come out every year is Edelman's Trust Barometer. In 2018 people's trust (or more appropriately distrust) in business, government, NGOs and media remained largely unchanged from last year. 20 of 28 markets survey...
Branding Strategy
Thursday, February 8, 2018

Brand Naming Options In Brand Architecture Design
A brand name helps customers identify what the brand is and how it is different from other brands. When thinking about what to name a new brand, it's helpful to have a typology or a way of evaluating potential brand naming options. Ideally, the brand...
Branding Strategy
Wednesday, February 7, 2018

Building Brands On Community And Belonging
Belonging: The American psychologist Abraham Harold Maslow labeled belonging as one of our five basic needs, after physiological requirements (under which fall physical survival, including food, water, and shelter) and safety demands (including feeli...
Branding Strategy
Tuesday, February 6, 2018

The Glaring Flaw In Super Bowl Advertising
The strategy behind advertising during the Super Bowl is flawed. There is literally no reason to pack consumer connectivity into a single day. Successful brands do it every day. In our latest research fielded in January of this year, we are seeing mo...
Branding Strategy
Monday, February 5, 2018

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