brand-strategy

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Seth Godin: Sliced bread and other marketing delights

Published: Sat, Dec 1, 2007|Filed in: Videos|Topics: , , , |

From TED: In a world of too many options and too little time, our obvious choice is to ignore the ordinary stuff. Seth Godin spells out why, when it comes getting our attention, bad or bizarre ideas are more successful than boring ones.

Planning a Publication Strategy — Print or Electronic?

Published: Tue, Nov 27, 2007|Filed in: Bookmarks|Topics: , , |

· Go to Planning a Publication Strategy — Print or Electronic? →

How marketing hype hurt Boeing and Apple

Published: Fri, Nov 16, 2007|Filed in: Bookmarks|Topics: , , , |

From John Quelch at Harvard Business Review: Aggressive marketing and brand-building can boost stock prices by raising customer and investor expectations. But the penalties for not delivering on marketing promises are fast becoming as significant as not meeting quarterly earnings targets. · Go to How marketing hype hurt Boeing and Apple →

Advertising Study Says Storytellers Succeed

Published: Fri, Nov 16, 2007|Filed in: Bookmarks|Topics: , , |

Want to market your brand better? Then tell a story. That’s the top finding from an intensive three-year study entitled “On the Road to a New Effectiveness Model” released this month. · Go to Advertising Study Says Storytellers Succeed →

Brand masterclass

Published: Wed, Oct 24, 2007|Filed in: Bookmarks|Topics: , |

Presentation by Idris Mootee of Idea Couture

Go to Session 1: What is a brand? Definitions and taxonomies →

Go to Session 2: How are brands built? Managing brand meanings →

Go to Session 3: Luxury brand marketing →

Go to Session 4: Understanding brand architecture →

Go to Session 5: Developing a brand strategy, part 1 →

Go to Session 6: Developing a brand strategy, part 2 →

Go to Session 7: Managing global brands →

How To Make Branding Pay Off For You?

Published: Fri, Oct 12, 2007|Filed in: Bookmarks|Topics: , , |

The goal of this article is to explain why focusing your corporate brand is a wise business decision. · Go to How To Make Branding Pay Off For You? →

Defining the Target Customer

Published: Fri, Oct 12, 2007|Filed in: Bookmarks|Topics: , |

Organizations exist for one purpose — to meet human needs. Thriving organizations do that exceedingly well. Any brand management initiative, any marketing initiative, and indeed any business or organizational initiative must start with a solid understa · Go to Defining the Target Customer →

The Price Is Right, but Maybe It's Not, and How Do You Know?

Published: Thu, Oct 4, 2007|Filed in: Bookmarks|Topics: , , |

From Knowledge@Wharton: According to Wharton faculty and analysts, the iPhone episode reveals the perils of pricing in a marketplace where constant innovation, fierce competition and globalization are changing the rules of the game. · Go to The Price Is Right, but Maybe It’s Not, and How Do You Know? →