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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:

The Role Of Branded Content In Building Brands
Branded content is about the powerful intersection between brands, culture and people. It's not a discipline. It's a new mind-set and culture. It refers to a new way for brands to connect to people's hearts without interrupting their lives in the old...
Branding Strategy
Friday, November 16, 2018

Brand Management In The Age Of AI
A few years ago I was asked to participate in a breakout session pitting a bunch of entrepreneurial Silicon Valley marketers in the same room against some serious Fortune 500 CMO-types. They were mutually terrified of one another, and it ended up bei...
Branding Strategy
Thursday, November 15, 2018

How Manufacturer And Private-Label Brands Differ
I am often asked, what are the pros and cons of having your own brand, versus supplying the product for someone else's brand. As in anything, there are two sides of the coin, but deciding which way to go should never be a coin toss. More often than n...
Branding Strategy
Wednesday, November 14, 2018

The Female Economy Brands Can No Longer Ignore
Back in the early 00s and pre-data-explosion, we didn't have much evidence of the trillions of dollars women influenced in consumer decision making. Even so, the 97% domination of male creative directors and culture in ad agencies made it seem a no-b...
Branding Strategy
Tuesday, November 13, 2018

How Diversity And Inclusion Power Brand Cultures
We've pointed out several times here on Branding Strategy Insider that today's most successful brands are built from the inside-out. Each powered by a culture that is fully committed to living the brand…and something more. A closer look reveals the i...
Branding Strategy
Monday, November 12, 2018

What Makes A Brand Authentic
As marketers, we must sometimes take a step back from the objective features and benefits of our products that too often dictate our brand strategy. Today, I invite you to consider what makes your brand genuine, transparent and believable. We will al...
Branding Strategy
Thursday, November 8, 2018

Meaning Is The Soul Of Your Company
We know already that brand management is largely meaning management. But if we want to make any lasting changes to how brands are managed today and what value they create, we need to take the conversation up a notch, engage the C-suite along with mar...
Branding Strategy
Wednesday, November 7, 2018

3 Essentials To Crafting A Thriving Employer Brand
Media channels used to be tightly controlled mediums accessible only to professionals - leaving brand image entirely up to an organization's advertising. Word of mouth was of limited power, and you were only at risk of your brand being tarnished on t...
Branding Strategy
Tuesday, November 6, 2018

Can Brand Value Overpower Fear-Based Marketing?
Last year, we featured a piece on Branding Strategy Insider called FEAR: The Ultimate Brand Builder? In which we explored the ways fear and scarcity are used to motivate and persuade consumers to take action, and ideas to harness such a powerful moti...
Branding Strategy
Monday, November 5, 2018

Successful Brand Cultures Live Their Beliefs
"There is a job and then there is a calling. We want to hire people who aren't just looking for jobs, they're looking for a calling." ~ Brian Chesky, Cofounder, Chief Executive Officer, and Head of Community, Airbnb. There's a story Brian Chesky tell...
Branding Strategy
Thursday, November 1, 2018

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