Our bookmarks on this topic are also at pinboard.in/u:unison/t:brand-strategy/
From ChangeThis: For those who work in advertising, simply being fascinated with the future isn’t enough. We have to glean insight from it and process it and wrap it up in a bright shiny message that sells this incrementally better future to the rest of the human race (or, at the very least, our target market), brought to you on behalf of Brand X.
Of course this has never been an easy task. But today, for a number of reasons, advertising the future, and the future of advertising are more difficult and complicated propositions than ever. Because today, not only do advertising people have to fully understand and market the past, present and future of their brands, more than ever they must have a thorough grasp of the seemingly infinite changes that are shaping the future of their industry. This includes everything from the rapidly evolving media landscape to the constant emergence of new messaging delivery vehicles to the very ways in which creative and strategic ideas are developed, shared and created anew.
From FastCompany: Facebook’s newly redesigned Timelines represent a richer creative canvas for brands. Which is great, assuming anyone is visiting. Guest columnists Joshua Teixeira and Victor Piñeiro from Big Spaceship remind marketers to extend their social strategy beyond the Page.
From FastCompany: Faking an authentic experience is now lauded, and companies such as J. Crew are exploiting the trend, writes Michael Raisanen.
From Tom Asacker: My philosophy of brands revolves around the star called “feelings.” Not emotions, mind you. I don’t subscribe to the brands as emotional connection philosophy. I prefer to view a brand choice as a feelings choice.
From ChangeThis: Let’s face it — all too often, life is a succession of hassles. There’s an endless array of frustrations, inconveniences, complications, disappointments, and potential disasters lurking in most of our daily experiences. Even very good products and services (we’ll call them simply “products” for simplicity’s sake) have their weaknesses and drawbacks. My new smartphone sometimes drops my calls; my favorite hotel chain sometimes loses my reservation; those new lightbulbs last longer but produce less light; my new hybrid car gets better mileage but the engine feels less peppy… Managers, marketers, designers, service suppliers, and salespeople for the companies that provide these products don’t focus on their weaknesses. That’s understandable. They devote their lives to making products that are as good as they can possibly be and then to promoting them as enthusiastically as they can. Who wants to concentrate on the negatives? Yet we’ve found that organizations that excel at demand creation do exactly that. They examine the lives of customers through the lens of what we call a Hassle Map — a detailed study of the problems, large and small, that people experience whenever they use their products.
From Knowledge@Wharton: Jerome Chazen, a founder and former chairman of Liz Claiborne, Inc., recently wrote a book titled, My Life at Liz Claiborne: How We Broke the Rules and Built the Largest Fashion Company in the World. Indeed, Liz Claiborne — now known as Fifth & Pacific Cos. — grew from revenues of $7 million in 1977 to more than $2 billion in the early 1990s. Knowledge@Wharton asked Chazen, who stepped down as CEO in 1996, to discuss the highs and lows of running a successful fashion business in a highly competitive industry.
From SmartBlogs: Brand stories are no longer limited to blobs of text on “About Us” pages. Social media has given brands a platform to relay their story in multiple ways and to various audiences. At a recent South By Southwest Interactive Festival Panel, Becky Johns, CC Chapman, Charlie Wollborg and Karl Gude, spoke to educate the audience on how to build a visual storyboard that benefits their brands; in essence, how to not just tell a story, but how to tell a good story.
Tuesday, March 13, 2012 · Topics: brand-strategy
From FastCompany: Brett Lovelady, the man behind Astro Gaming, talks about creating a performance brand in a brutal space where branding was non-existent.