All articles on about brand marketing.
There are four priorities for brand building today: 1) Messaging must emphasize brand over product. 2) Make messages personal by leveraging automation and AI. 3) Optimize your brand’s content for voice and visual search. 4) Blur the boundary between marketing and customer service.
Etro adventurous personality comes through their store front display. Wendy’s has sassy responses on Twitter. Learn ways to express your brand’s personality.
A Sub-Brand modifies the expectations of a parent brand. Some company’s brand architecture has many sub-brands (eg Hilton) while others have few (eg Coca-Cola)
A vertical branding strategy pushes for objectively better products, while horizontal branding strategy is okay with being different. When I do brand strategy consulting, I often hear from the business owners and executives talk about the measures on which their product is the best in the marketplace. Having the best Read more…
An organized list of your customers phone number, email addresses, or mailing addresses makes your business more robust, efficient, and valuable. If you are a betting person, you would probably place a big bet that I believe that your brand is your most valuable asset. After all, I founded Brand Read more…
How a piece of information is framed can make it more or less effective at changing behavior. I assumed, as you might have, that the framing effect was just about how we present information. But I was surprised to learn that delves into our psychology, cognitive biases, and human nature. Read more…
This is the the blog post structure that Google likes and readers love. I have written the content for over three hundred blog posts, and for a long time and the vast majority of those posts, the way I wrote them had no chance to rank in Google. Not only Read more…
No more mystery for the plant-meat brand. The science, history, marketing and future of Beyond Meat. If I could be known as anything, it would be an expert on branding. But a close second would be an environmentalist; I am very concerned about global warming. I have an electric car, Read more…
Good examples of brand extensions make for a better strategic position. Bad ones are ugly. We detail examples of brand extensions from Apple, Callaway, Ferrari, Google, Snoop Dogg, Fender, and Cosmopolitan.
When a customer sees a brand, it is meaningful because of the promise that is implied. If I see Starbucks on a building, I am promised that great coffee and a cozy environment is inside. A brand promise is not a tag line or value proposition. We show you how to write a brand promise statement and show you examples from big brands.