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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:

How Brands Win With Gamification
A powerful social engagement strategy to boost engagement is to integrate elements of gamification into your marketing, social media, community and other digital brand experiences. Gamification is the term used to describe the use of game-design prin...
Branding Strategy
Friday, October 19, 2018

Every Brand Should Take Its Customers Journey
We often find that companies spend an inordinately small amount of time considering their offering from the customer's point of view. In their defense, it is easy to be fixated by back-end and internal issues. But having this disconnect between compa...
Branding Strategy
Thursday, October 18, 2018

How Brands Can Avoid Overpaying For Media
The winner's curse, a finding based on economic theory, should concern brands. It's the idea that the winner of an auction tends to pay more for the goods than they're worth. And it's worrying because more media than ever is bought via auctions. Two ...
Branding Strategy
Wednesday, October 17, 2018

The New Era Of Brand: Data, AI & Consumer Control
Five years ago, hot on the heels of some significant global rebranding work and regional talent branding successes, I wrote a book titled "Brand and Talent." While it was certainly not the only book that advocated a total purpose-driven, integrated a...
Branding Strategy
Tuesday, October 16, 2018

The Convergence Of B2B And B2C Brand Marketing
Many years ago, Disney released a film called "Freaky Friday" in which a mother and her daughter end up switching bodies. In the last few years, I've noticed a similar trend happening in how B2B and B2C brands approach their marketing. While I've alw...
Branding Strategy
Monday, October 15, 2018

Three Ways AI Will Make Us Better Marketers
Marketers in both the US and UK report that their digital marketing spend has grown in the past couple of years. You can see that pronounced increase in social media, email, web content, and more online advertising efforts. Marketers see the increase...
Branding Strategy
Friday, October 12, 2018

How Emotions Drive B2B Purchase Decisions
We like to think we're rational and logical, that we identify then assess the options, evaluate the consequences then make solid, well-thought-through and reasoned decisions. But the decisions we make are primarily influenced by the emotions we feel....
Branding Strategy
Thursday, October 11, 2018

Migrating Multiple Brands To One
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Diego, a CMO in Santiago, Chile who has this ques...
Branding Strategy
Tuesday, October 9, 2018

Brands: Society's Change Agent
Last week, I offered some examples of how brands are building personal relationships, going way beyond their traditional business interests to advocate for societal change. Now, there's new evidence that positions brands as the catalyst for change. C...
Branding Strategy
Monday, October 8, 2018

3 Ways To Ensure Your Storytelling Is Meaningful
What we often lack in branding today is meaningful storytelling with an ability to drive a real impact and social change. Due to an absence of a relevant cause, purpose or a powerful narrative, a lot of brands today still suffer from a preoccupation ...
Branding Strategy
Tuesday, October 2, 2018

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