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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:

Will Your Brand Pass The Empathy Test?
A few years ago here on Branding Strategy Insider, I wrote a piece on empathy, observing the importance of this characteristic in connecting brands with their customers. Empathy validates the feelings, concerns, aspirations and fears someone has, and...
Branding Strategy
Monday, March 30, 2020

6 Ways To Use Nostalgia In Marketing
While nostalgia marketing isn't new, it is particularly relevant today at a time when people feel increasingly lonely on one hand and distrust brands and corporations on the other. Although nostalgia is not for every brand. In some cases, nostalgia c...
Branding Strategy
Thursday, March 26, 2020

8 Brand Storytelling Structures
Every brand wants to take their audience through an unforgettable journey, so taking the time to assess what the journey will look like is a critical part of building a brand story. There are many structures storytellers use to create different types...
Branding Strategy
Wednesday, March 25, 2020

How Amazon Thrives On Being Misunderstood
What are Amazon's greatest innovations? Drones? Cloud computing? Echo and Alexa? These are impressive; some are even revolutionary. However, I believe Amazon's greatest innovations are the ones that have changed the basics of competing to the point w...
Branding Strategy
Monday, March 23, 2020

Marriott's Crisis Response Defines Brand Leadership
It was John F. Kennedy who said; "Change is the law of life. And those that look only to the past or present are certain to miss the future." With an uncertain future at our doorstep, markets and people are anxious for someone to demonstrate decisive...
Branding Strategy
Monday, March 23, 2020

Embedding Brand Purpose Enterprise-Wide
A purpose statement is meaningless unless it translates into action. For that reason, let's explore five channels through which purpose can be embedded in an enterprise - strategy, operating model, culture, internal reporting and governance. Let's st...
Branding Strategy
Friday, March 20, 2020

Positioning B2B Brands Around Personal Value
Behavioral and marketing science have identified that building more mentally available brand associations is the primary purpose of marketing. But it is not the only way to build these associations. Understanding the mental architecture (or prioritiz...
Branding Strategy
Thursday, March 19, 2020

New Revenue Models For A Connected World
The average American spends $384 per year on dental care between out-of-pocket expenses and insurance co-pays. That's about $10,000 on dental care over three decades, on top of the hassle of scheduling appointments, getting to them, waiting, and the ...
Branding Strategy
Wednesday, March 18, 2020

Building Valuable Brands In Uncertain Times
What is valuable? That's a carefully answered question in times of uncertainty. Today is no exception, people are re-evaluating what is valuable in their lives and what is not. With a recession all but official and in lock-step with a health crisis, ...
Branding Strategy
Tuesday, March 17, 2020

Brand Leadership In Times Of Covid-19
Covid-19 is impacting nearly every sector of the economy. I live in Seattle, which was where the first case and deaths happened in the US. Companies large and small are doing their best to have employees work from home, which is easy for lots of us "...
Branding Strategy
Monday, March 16, 2020

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