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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:

Applying Hollywood Story Techniques To Brands
Businesses require many kinds of writing to address a variety of situations with different audiences. Many people handle different writing specialties, from law to accounting, public relations, sales, advertising, promotions, corporate communications...
Branding Strategy
Thursday, September 19, 2019

The Advantage Of Harnessing Consumer Creativity
Watching TV or spending a week on a sandy beach is relaxing, but not fulfilling. Neither experience is involving, nor will we feel entertained and relaxed for any longer than a few hours, if not minutes after it ends. We find fulfillment in creating ...
Branding Strategy
Tuesday, September 17, 2019

Amazon's Increasing Ad Platform Power
About two years ago, we wrote about Amazon's growth as a advertising platform. At that time, more than 70% of online ad revenue was going to Google and Facebook. And while there still is no imminent threat to digital's big duopoly, a new Forrester re...
Branding Strategy
Monday, September 16, 2019

How ATSC 3.0 Will Impact Brand Marketing
Companies have sales strategies for their products and distribution. Brand and product messaging rely on content and flow. Today that includes television advertising and the various forms of social media available on multiple devices. "Tomorrow" you ...
Branding Strategy
Thursday, September 12, 2019

Building Brands On Customer Passions
In a fantastic piece called Meaning Powers a New Era of Brand Strategy, Dr. Martina Olbertova reminds us that, "Brands aren't just vehicles of branding products, services and experiences. Their primary business is meaning exchange. The primary goal o...
Branding Strategy
Monday, September 9, 2019

Leveraging Brand Culture To Combat Recessions
Market volatility, tariffs, Brexit, upcoming elections in the US, and economic indicators point to the high likelihood of a recession impacting consumers and brands soon. Last week on Branding Strategy Insider, Corien Kershey offered six recession st...
Branding Strategy
Tuesday, September 3, 2019

6 Recession Strategies For B2B Brands
All the signs seem to point to a looming recession. Of course, recessions are almost always driven by emotional angst, and with every nervous sell-off or panicky tweet we set our course more firmly. Humans are nothing if not herd animals. How we cope...
Branding Strategy
Friday, August 30, 2019

Leveraging The Unifying Power Of Brands
During the golden age of social media, before privacy concerns became widely known, you'd often see slide decks about how people want to have conversations with brands. The famously bad Pepsi ad featuring a protester holding a sign that said "join th...
Branding Strategy
Monday, August 26, 2019

How Brands Can Shape Positive Customer Feelings
Often, as marketers, strategists, and leaders, we want only high-level interpretations of meaningfulness—brand recall, favorability, and preference. But that idea of meaningfulness can shift: media planners maximize against reach, PR professionals re...
Branding Strategy
Friday, August 23, 2019

How Brands Can Navigate China's Streaming Market
An astounding 98% of people in China experience the internet through their mobile phone, which instantly makes over 800 million users a formidable cohort for marketers to tap into. When combined with the steady growth of the Chinese middle-class, it ...
Branding Strategy
Thursday, August 22, 2019

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