Understand the terms marketers use when discussing brands. These will not only teach you the language but give you a better perspective on brand marketing.
Negative Brand Equity Let’s get theoretical. Brand equity means the monetary value of a brand. Brand equity breaks down into brand awareness (how many people… Read More »Is the NRA the Mythical Negative Equity Brand?
Understanding Brand Awareness Brand Awareness is a count of the people who know about your brand. Brand awareness is the number of people who dedicate… Read More »What is Brand Awareness?
The Brand Cycle is a helpful framework for your customers’ journey with your brand. I have yet to meet an entrepreneur or executive who has… Read More »Introduction to The Brand Cycle
Have you watched a brand you love just mean less and less? A tragic tale! Brand dilution is the act of making a brand weaker via overuse. When a product doesn’t meet its brand promise, the brand loses it’s meaning
Some of the most powerful brands are based on lifestyles that we aspire to. Most of us, including me, live pretty boring lives; enjoyable, lovely,… Read More »What is a lifestyle brand?
The definition of brand scope or brand frame of reference is what customers expect from your brand. Have you had an experience like this? Let… Read More »What is brand frame of reference? What is brand scope?
Value and communication with all primary stakeholders are the muscles of brand building. Travis Kalanik leans over his desk with his hands in his hair… Read More »Intro to Stakeholder Relationships
The damage to a brand happens after the second news story, and Samsung experienced this first hand. When one bad news story happens to a… Read More »Once is a story, twice is a trend
Executive Summary | Abstract | TL;DR In an organization with multiple products, brands or sub-brands, their relationships to each other need to be carefully considered… Read More »Overview of Brand Relationship Strategies
Definition of Brand The definition of a brand means different things to different people. For the purposes this blog, we will define a brand as:… Read More »What is a brand?