The 8 Crucial Laws of Rebranding [Infographic]
This is a guest post by Michael Yunat*. A brand is much more than a name. It creates an identity that consumers can associate feelings with and give attributes to. A brand can include anything from a...
View ArticleLow Budget Marketing: How to Successfully Compete and Win
This is a guest post by Julian Padurariu*. Low budget marketing is one of the most popular topics during marketing conferences and training camps I frequently attend. As a marketing practitioner, I...
View ArticleBook Review: Hooked: How to Build Habit-Forming Products by Nir Eyal
The first thing I do every morning is rush to my phone and check my emails. Every evening I promise myself to follow a different morning routine: drink my cup of coffee, relax my mind and plan the day...
View ArticleUnderstanding Vertical Brand Differentiation Strategy
In today’s fiercely competitive and noisy environment, the need for strategic brand differentiation is acute. At the macro level, a brand can be differentiated vertically, horizontally, or pursue the...
View ArticleBetter or Different? An Introduction to Horizontal Brand Differentiation
When it comes to brand differentiation the options can be narrowed down to three: the “better”, “different”, or “cheaper” strategy. In a previous post we discussed the “better” strategy a brand can...
View ArticleFifty Shades of Branding
This is a guest post by Melissa Kelly*. From building brand authority to dominating the market, what does it take to manage your brand in a changing digital world? In this work-appropriate slide show,...
View ArticleBook Review: “The Management of Luxury”
Luxury branding is the favorite topic among the readers of this blog. My previous articles on how to manage luxury brands received the most number of shares and some passionate comments and opinions....
View ArticleHow Important Should Social Media Be In Marketing Your New Business?
On March 20, 2015, Elon Musk, the visionary CEO of Tesla, put out this tweet: “Major new Tesla product line — not a car — will be unveiled at our Hawthorne Design Studio on Thurs 8 pm, April 30” Within...
View ArticleLuxury Marketing: The Difference Between Fashion and Luxury Brands
The launch of Apple’s 18-Karat Rose Gold edition of the Watch, with the price tag of $USD 12,000, and supported by a stylish 12-page spread in Vogue magazine has signaled to many the company’s...
View ArticleBrand Packaging: The Secret Weapon To Creating Buying Preference
About 6 years ago I was in charge of launching a new brand in the durable goods category, consisting of over 1000 products, with everything it involves: brand differentiation and positioning, product...
View ArticleBranding Inspiration: How A New Business Can Enter and Succeed in a Highly...
This marks the start of the “Branding Inspiration” series of articles that will focus on newly launched brands that have become successful in super competitive categories. I hope these success stories...
View ArticleA Simple Guide to Writing an Effective Brand Positioning Statement
When it comes to business strategy, many companies tend to be reactive, rather than proactive. Managers of all sorts are quick to deviate from the strategic plan for short-term gains, rather than...
View Article6 Common Causes of Brand Failures
The news earlier in 2015 that Mexx is closing all its Canadian stores came as a huge disappointment for my family. Disappointment because The Dutch retail chain was our favorite place to shop for...
View ArticleBrand Positioning Basics: Establishing The Frame of Reference
When we come across a new brand, we try to make sense of it by using reference points to file it into our mental library. We think of the category it fits in, competitive brands we already know in that...
View ArticleDo You Need 1-On-1 Marketing Advice? I am Here To Help
If you have a marketing question you think I can help you with, join me for a 10-minute free online meeting on Officehours. Officehours is a service that allows people looking for advice to connect...
View Article5 Favorite Things
If you had to name the 5 things you love most, what would your list look like? This is the essence of the 5 Things project started Belfast-based designer Paul McNally. He hopes to “grow a global...
View ArticleA Guide to Understanding Your Brand’s Target Audiences
Image credit: Joe the Goat Farmer on Flickr Most Brand Managers understand the importance of having an accurate image of the brand’s target audiences. What’s often missed is how our marketing actions...
View ArticleThe Single Word That Should Define Your Branding Strategy
There is plenty of advice on how build a brand. And yet, brand building is more complicated than ever, in part due to the competitive environment, but also the strategic decisions brand owners make. A...
View ArticleHow to Think Strategically
The greatest thing in this world is not so much where we stand as in what direction we are moving. Johann Wolfgang von Goethe “Strategy” is one of the most used and abused corporate buzzwords. People...
View ArticleAre Marketing Certifications Worth It?
A very common question I receive from my readers is about my Professional Certified Marketer designation. More specifically, what kind of impact did it have on my professional career? I think it’s...
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