brand-strategy

>Tag:brand-strategy

The case for the brand ideal

Published: Tue, May 15, 2012|Filed in: Bookmarks|Topics: |

From strategy+business: Behind many a successful product, there's a sharply focused intention to improve lives. The former global marketing officer of Procter & Gamble describes how he learned to foster a brand's aspirational value. · Go to The case for the brand ideal →

Philip Kotler on marketing

Published: Fri, May 11, 2012|Filed in: Videos|Topics: , , |

Philip Kotler is the undisputed heavyweight champion of marketing. He’s authored or co-authored around 70 books, addressed huge audiences around the world and consulted some of the biggest brands. Three years ago, he was ranked the world’s fourth most influential management guru by the Financial Times; this year, the Wall Street Journal ranked him the sixth best business thinker. Not […]

Customer journey mapping: What is it for?

Published: Thu, Apr 26, 2012|Filed in: Bookmarks|Topics: , |

From Forrester: Our clients tell us that they're eager to use customer journey maps because they see the documents as ideal tools to analyze and communicate their customers' perspectives on the interactions they deliver. However, even enthusiastic organizations sometimes struggle to determine the objectives they should pursue with customer journey mapping. Forrester interviewed five companies that use customer journey maps to understand how the approach has benefited them. This document outlines the business value that these firms derive from customer journey mapping and the variety of objectives that journey mapping can support.

Forrester clients tell us that they're eager to use customer journey maps because they see the documents as ideal tools to analyze and communicate their customers' perspectives on the interactions they deliver. However, even enthusiastic organizations sometimes struggle to determine the objectives they should pursue with customer journey mapping. Forrester interviewed five companies that use customer journey maps to understand how the approach has benefited them. This document outlines the business value that these firms derive from customer journey mapping and the variety of objectives that journey mapping can support. · Go to Customer journey mapping: What is it for? →

Digging into ‘customer-centricity:’ what is the defining feature of a ‘customer-centric’ company?

Published: Tue, Apr 24, 2012|Filed in: Bookmarks|Topics: , |

From Maz Iqbal at Customer Think: Customer-centricity is at least as vague a term as CRM and CEM. Is it a strategy? A state of mind? A loyal relationship?   Personally, I’ve defined “being customer-centric” as delivering value that customers care about. The end results should be more loyal customers.  But it’s not quite that simple. How do we explain the success of Ryanair, which offers a low-cost service, gets lots of travelers and makes money, but can hardly be said to have raving fans?“ · Go to Digging into ‘customer-centricity:’ what is the defining feature of a ‘customer-centric’ company? →

The brand pyramid

Published: Wed, Mar 21, 2012|Filed in: Bookmarks|Topics: , |

From Mind Tools: If you're in marketing, then you'll know how important it is that your brand speaks to your customers on an emotional level. When someone feels a strong positive emotional tie with a product, that emotion creates brand loyalty, and this inspires repeat purchase. · Go to The brand pyramid →

The road to Pandora

Published: Tue, Mar 20, 2012|Filed in: Bookmarks|Topics: , |

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. · Go to The road to Pandora →

Facebook brand timelines tell better stories, but who’s listening?

Published: Fri, Mar 16, 2012|Filed in: Bookmarks|Topics: , , |

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. · Go to Facebook brand timelines tell better stories, but who’s listening? →

The current rage in branding: Fake authenticity is now a-okay

Published: Fri, Mar 16, 2012|Filed in: Bookmarks|Topics: , |

From FastCompany: Faking an authentic experience is now lauded, and companies such as J. Crew are exploiting the trend, writes Michael Raisanen. · Go to The current rage in branding: Fake authenticity is now a-okay →