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Branding Strategy

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Derrick Daye Brad VanAuken

This blog's focus is helping organizations create brands that build and sustain trust. Branding Strategy Insid [Read More]

Categories: Marketing

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Latest Posts:

Defining The Boundaries Of Brand Activism
Nike isn't the only Oregon-based brand making headlines about their activist-themed marketing campaigns these days. Another, much smaller athletic-wear company from Oregon, called Dhavani, says it is taking a stand against President Trump's efforts t...
Branding Strategy
Monday, October 21, 2019

How To Satisfy Consumers With New Products
Too little time is spent thinking about how customers will decide whether a new product or service is a success. It's often assumed that the customer will like the new offering, so the conversation focuses on business-oriented metrics—things such as ...
Branding Strategy
Friday, October 18, 2019

How Brands Can Create Value Through Tradeoffs
A customer-centric lens allows companies to understand how they can make trade-offs to increase value. Deeply understanding customer demand allows you to shift from spending on unnecessary, overvalued attributes and invest in important jobs that the ...
Branding Strategy
Thursday, October 17, 2019

8 Keys To Brand Licensing Success
Branding Strategy Insider helps marketing oriented leaders and professionals like you define and grow brand value. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Cheri, a Marketing VP in Jacksonville, Fl...
Branding Strategy
Wednesday, October 16, 2019

How Brands Can Wow Customers With Less
Costovation is a type of innovation that significantly compresses costs while still wowing customers. It's about meeting or exceeding customer expectations with less. Planet Fitness with its low costs and slim offerings—but ecstatic customers—is an e...
Branding Strategy
Tuesday, October 15, 2019

Creating Brand Value Through Anticipation
We all know the feeling of waiting for something exciting to happen. It's a feeling that can consume your thoughts and fill your mind. Whether it's a personal celebration or the well-publicized product release of something you have been waiting for, ...
Branding Strategy
Monday, October 14, 2019

The 6 Core Values Driving Alibaba's Success
"Money and wealth are two different concepts. If you have money, but have not turned this money into an experience to elevate your own or other people's level of happiness, then you may very well only possess a lot of symbols and a mountain of very c...
Branding Strategy
Thursday, October 10, 2019

Innovating With The Jobs To Be Done Concept
Many companies try to innovate by looking backward. They focus on what they are already selling or doing and on how their customers currently behave. By focusing on jobs, you look deeper—at what really drives behavior. This perspective can totally ch...
Branding Strategy
Wednesday, October 9, 2019

Brand Integration Strategy For Today's TV
It's been a while since I've seen an article proclaiming, "TV is dead", thankfully. But the options available to consumers in how they consume TV content continues to evolve and change. Given the popularity of streaming and OTT (Over The Top) service...
Branding Strategy
Tuesday, October 8, 2019

Experience And Influence: The New Status Symbols
How we earn status has evolved from owning things to living unique experiences. In 1988, Professor Belk argued that our self was "extended" by our possessions. The notion of extended self is "a superficially masculine and Western metaphor comprising ...
Branding Strategy
Monday, October 7, 2019

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