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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:

Where Brands Fail In Online Advertising
According to Statista, user penetration for ad blocking in the US grew 3% between 2017 and 2018 to reach 30.1%. In the UK, Emarketer's latest data shows 22% of internet users are blocking ads. While the growth of ad blocker usage has slowed, it's not...
Branding Strategy
Thursday, August 16, 2018

Aligning Brand Messaging With Cultural Diversity
Until fairly recently, in a business sense many marketers thought in terms of a very simple racial dichotomy: White vs. Not Interested. If ethnic minorities appeared in a TV show or commercial, they played subservient or comical roles like the Aunt J...
Branding Strategy
Wednesday, August 15, 2018

Managing The Brand Licensing Ecosystem
If it looks like a duck, swims like a duck, and quacks like a duck, then it probably is a duck. This test implies that a person can identify an unknown subject by observing that subject's habitual characteristics. If something has all the characteris...
Branding Strategy
Tuesday, August 14, 2018

Two Paths, One Brand Journey
Two pathways guide the trajectory of brands. The most successful find their strength at the intersection of the two. One Path: Customer Journey By mapping all the possible steps in the customer journey, you are looking at things from a customer's vie...
Branding Strategy
Monday, August 13, 2018

Synching The Customer Journey With Brand Value
The battle for consumers' hearts, minds and wallets won't be won in R&D labs. Sure, shoppers love new gadgets and there's always room for innovation. However, the sad truth is that for the most part consumers don't see that much difference among ...
Branding Strategy
Friday, August 10, 2018

Innovating Brand Loyalty Programs
Never forget that the digital revolution is changing the way customers buy and the way brands sell. So, it's no surprise that loyalty programs are evolving to differentiate. The old-fashioned approach of one-size-fits-all incentives, paper (or digita...
Branding Strategy
Thursday, August 9, 2018

5 Keys To Brand Positioning Implementation
Strong brands make credible, relevant, and distinctive brand promises. Even more importantly, they fulfill these every day. Developments in social media and other digital innovations have changed the world of brands. It has become a zillion-channel p...
Branding Strategy
Wednesday, August 8, 2018

The Challenging Combination Of Brand And Founder
We live in a hyper 24-hour news cycle and social media feed of opinion, reaction, ratings, retribution and results. And unless your brand is intentionally a "hostile brand", you must beware of the swift and awesome backlash that comes with negative p...
Branding Strategy
Tuesday, August 7, 2018

3 Mistakes Brands Make About Human Behavior
Our role as marketers is simple. Persuade customers to pay more, switch to our brand or purchase more frequently. It all comes down to behavior change. Luckily for us, there's a body of knowledge dedicated to fathoming what influences consumers: beha...
Branding Strategy
Monday, August 6, 2018

Privacy: The Next Great Brand Differentiator?
For those of us that regularly play in the digital space, we've known that for a large part, online privacy is often an illusion. If it wasn't, privacy policies wouldn't need to be as long as they often are. A watershed moment in the public's awakeni...
Branding Strategy
Friday, August 3, 2018

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