Each year Interbrand conducts a brand survey that evaluates which brands are the strongest. It’s based on valuing three dimensions: brand profitability, a measure of how the brand perception influences customer demand at the point of purchase, and a benchmark of the brand’s ability to secure ongoing customer demand (measured through loyalty, repurchase and retention). [...]
In today’s suffering economy, knowledge is gold. Mining for insight into what triggers your customers, what doesn’t mean anything to them, or what marketing might catch their interest if done the right way, could be the difference between success or failure. In a tight economy, more than ever, you want to make sure you get [...]
“And all the king’s horses and all the king’s men…”
Taking liberty with the line from Humpty Dumpty may not be the best analogy, but my point is that all the resources available to the brand team and the marketing department are irrelevant if customer service is not a priority.
Several years ago I worked for a [...]
Early in the presidential campaign we had an opportunity to see and hear many different candidates, who left an impression of their “personal” brand. Now only one has the responsibility to bring the brand to life. Obama’s brand represented “change we can believe in.” It appears to have resonated with voters since he became our [...]
Everyone has heard the recent news about the failure of the nation’s largest automakers. Being inquisitive brand strategists, we were curious about the implications for their brands following the news of the possible bailout. So, we emailed all the members of our team, requesting their response to the article linked at the bottom of this [...]
What kinds of companies are up to seven times more likely to come out of a recession stronger and more profitable? Companies that strengthen their brands during the downturn, according to the Harvard Business Review. It’s not hard to see why this should be so, if you think about branding as an investment rather than a cost. After all, “buy low, sell high” is perhaps THE central axiom of investing.
(avg: 5.00) (avg: 5.00)
(avg: 4.50)
(avg: 3.00)Copyright © 2004–2009. All rights reserved.
This blog is proudly powered by Wordpress and uses Modern Clix, a theme by Rodrigo Galindez.