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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:

Brands Face A Privacy Conundrum
In 1999, Sun Microsystems' then-CEO Scott McNealy infamously declared, "You have zero privacy anyway. Get over it." Back then, online shopping was still emerging and consumers venturing into cyberspace for the first time didn't know what to expect. B...
Branding Strategy
Thursday, March 22, 2018

Why Brand Innovation Incubators Fail
Why do corporate innovation incubator programs often begin with such fanfare, only to die quietly a few years later? One study of 300 programs found that only 47% met their strategic objectives, and only 24% met their financial goals. If they are bei...
Branding Strategy
Wednesday, March 21, 2018

How Brands Find New Markets For Growth
The person tasked with moving a company into new markets is on the receiving end of a firehose. The onslaught of ideas, internal meetings, external partnerships, interviews, and a huge array of immediate imperatives can feel never-ending. Where to be...
Branding Strategy
Tuesday, March 20, 2018

How Brands Build Strong Emotional Bonds
Recently we looked at the exercise of two kinds of power, Hard Power and Soft Power, in the advancement of building successful brands. Hard Power in marketing applies to things like clout, media budgets and sales forces, for example, to check the cur...
Branding Strategy
Monday, March 19, 2018

Complete Co-Creation Defined
What is complete co-creation and what is it not? Recent years have witnessed an increase of people thinking and writing about co-creation. To the seemingly unequivocal label of ‘co-creation', authors appoint many different things. These vary from mar...
Branding Strategy
Friday, March 16, 2018

8 Requirements For New Market Success
Why is it that some great ideas take forever to take root, whereas others flourish fast? What lessons do these patterns of struggle and success hold for new markets today? Several great innovations took exceedingly long to become popular. The Indus V...
Branding Strategy
Thursday, March 15, 2018

First Mover Brands Rely On More Than Timing
Nolan Bushnell knew he had a hit when he heard about the trouble at Andy Capp's Tavern. The founder of Atari had created only one prototype machine of the company's first video game, Pong, and it had stopped working after just two weeks. The problem ...
Branding Strategy
Wednesday, March 14, 2018

Maslow's Hierarchy And Brand Development
One of the most influential innovators in psychology was the American psychologist and philosopher Abraham H. Maslow (1908-1970), who developed a transpersonal theory of human needs. Maslow believed that people are not merely controlled by mechanical...
Branding Strategy
Tuesday, March 13, 2018

Building Brands With Transmedia Storytelling
Storytelling master and Professor Henry Jenkins says, "transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordina...
Branding Strategy
Monday, March 12, 2018

Where Brand Influence And Engagement Intersect
Marketing is not about breaking through, it is about being invited in. This shift in dynamic extends across the communications spectrum as marketers seek to build influence and engagement. It represents a fundamental shift from quantity to quality th...
Branding Strategy
Thursday, March 8, 2018

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