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). …
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.
Once brand value has been established, it benefits the brand long term and value doesn’t easily collapse in a tight economy.
Messaging is a critical element in the marketing tool box. Too often, final messaging to customers ends up being not “on strategy” or, worse, far off the strategy. In our experience, the reason for this lies in the gap between strategy and execution.
Clients often tell us that their previous advertising and brand communications looked great, but did not have the kind of impact they expected. Assuming they had a sound brand strategy in place, what could have gone wrong? The simple answer often is that the non-verbal message being presented was just not resonating with the intended …
Brands live in a dynamic, ever-changing environment. Many variables affect the well-being of a brand, including trends, economic cycles, new competitors, changing tastes, lack of innovation, just to mention a few. Brand health needs to be monitored and maintained. But how can you tell whether your brand is deteriorating? A 2007 survey of brand marketers …
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