Topic: brand-strategy
Our bookmarks on this topic are also at pinboard.in/u:unison/t:brand-strategy/
How to help a real-life knight achieve his goals
Tuesday, May 7, 2013 · Topics: brand-strategy, customer-experience, design, design-process
From Will Dayble at Smashing Magazine: This article is about design consultancy. It’s about wrangling that client who uses empty sentences like, “We want a snappy, simple experience,” or, “It should be on brand and should really pop.” It’s about commanding the room and setting a vision before moving on to wireframes and pixels. · Go to How to help a real-life knight achieve his goals →
Evolve or transform? 17 brand factors
Monday, May 6, 2013 · Topics: brand-redesign, brand-strategy
From Branding Strategy Insider: No business these days can just sit pretty. But the extent and nature of changes confuses many. Brands evolve. Or die. But they must also retain something of what consumers know. Or they fade. So which is more important? And how should a brand act, when? · Go to Evolve or transform? 17 brand factors →
Create communications and touchpoints that keep customers coming back for more
Thursday, April 4, 2013 · Topics: brand-strategy, customer-experience, introducing-unison
We help you create customer experiences that align with your company’s vision (business strategy) and your customers’ experience (the brand). And we help you design customer communications that get through the increasing media clutter and speak with simplicity and clarity. · Read more →
Shared values in brand storytelling
Wednesday, April 3, 2013 · Topics: brand-strategy, storytelling
From Brand Strategy Insider: A shared value is a belief that both the brand and consumer have about a brand’s higher purpose, philosophy, culture and contribution. At the heart of enduring brand storytelling, shared values will be the only reason people will notice, listen and act.
Brands can’t market their way to making people care about the value they claim to provide. Besides consumers don’t care about your marketing anyway–their attention spans and tolerance grows ever shorter. Clutter grows exponentially. · Go to Shared values in brand storytelling →
Just enough research
Wednesday, April 3, 2013 · Topics: brand-strategy, research, web-design
From Luke Wroblewski: In her presentation at An Event Apart in Seattle, WA 2013 Erika Hall walked through the importance of research and how to apply it to making product decisions. · Go to Just enough research →
The Thought Leader Interview: Cynthia Montgomery
Thursday, March 21, 2013 · Topics: brand-strategy, purpose, strategic-planning
From strategy+business: A Harvard Business School professor observes that leaders become better strategists by engaging in conversations about the purpose of a company. In the video Cynthia Montgomery and Booz & Company partner Ken Favaro discuss why strategy needs to be reimagined, and how a leader can help define what a business is and why it matters. · Go to The Thought Leader Interview: Cynthia Montgomery →
Keller’s brand equity model
Tuesday, December 18, 2012 · Topics: brand-strategy
From Mind Tools: Do you know what makes a brand strong? If you had to make yours stronger, would you know how to do it? Many factors influence the strength of a particular product or brand. If you understand these factors, you can think about how to launch a new product effectively, or work out how to turn a struggling brand into a successful one. · Go to Keller’s brand equity model →
Brand pricing strategy: The early Apple way
Tuesday, December 18, 2012 · Topics: apple, brand-strategy, pricing
From Branding Strategy Insider: Pricing strategy is one of the most important marketing decisions. Here’s a little history on how we thought about pricing in the early days of the Mac which may help marketers understand how Apple might be thinking about pricing in the post-PC era. · Go to Brand pricing strategy: The early Apple way →
