7 Powerful Benefits Of Brand Communities That Increase Profit

7 Powerful Benefits Of Brand Communities That Increase Profit

Brand management is moving towards a more open and collaborative approach that embraces brand communities. The benefits of brand communities are many and versatile. Whether through increased consumer satisfaction and fulfillment or direct brand affects, all help in improving the profitability of the organization. Goodbye, ivory towers. Hello, brand communities! If you follow the marketing…

What are brand communities? 3 unique qualities [+ examples]

What are brand communities? 3 unique qualities [+ examples]

Brand communities are vibrant collections of brand fans that form on its own or are engineered by marketers. All brand communities have rituals and traditions and its members share consciousness and have a sense of moral responsibility to one another. Brand communities provide rich benefits for both consumers and brands. Consumers are becoming more and…

Simple brand extension strategy that doesn’t kill authenticity

Simple brand extension strategy that doesn’t kill authenticity

Brand extension strategy should nurture the perceived authenticity of your brand. Authentic extensions maintain standards and style, honor brand heritage, preserve the brand essence and avoid brand exploitation. Authenticity is one of the most valuable assets of symbolic brands and should be included in a broader extension strategy. When a brand grows in favor in…

33 everyday words that are in fact brand names

33 everyday words that are in fact brand names

Brands often become so commonplace in culture that their literary expressions make their way into everyday vocabulary and become generic terms. Formally, these are called generic trademarks. This can happen for many reasons but usually a company introduces a product with a distinctive brand name that becomes so popular that instead of describing a product…

Is your brand really authentic? Here’s how to find out

Is your brand really authentic? Here’s how to find out

As the market is flooded with fake and inauthentic marketing it is now more important to be authentic. Authenticity is a tricky thing to fully grasp. You can measure perceived brand authenticity by asking your customers what they think about the continuity, credibility, integrity and symbolism of your brand. Raise your hand if you are…

How brands use co-creation
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How brands use co-creation

The Co-Creation Continuum is a good model to gauge how brands use co-creation. It ranges from a sporadic approach that sees co-creation as a tactical market research tool to a systematic implementation of co-creation as a strategic collaborative innovation method. Most brands use co-creation more tactically Brands are a process. The process can take on…

Case study: Stimulating the customer journey
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Case study: Stimulating the customer journey

“If marketing has one goal, it’s to reach consumers at the moments that most influence their decisions.” Court, Elzinga, Mulder & Vetvik[1] in The Consumer Decision Journey Brands need to have knowledge of their touchpoints if they are to be able to influence the moments that matter. Stimulating the customer journey is impossible if you…

Case Study: Changing public perceptions of insurance
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Case Study: Changing public perceptions of insurance

People don’t like insurance companies. They see them as greedy evil sales organizations that care only about their own profits. Some don’t even trust them to pay out claims[1]. This is ironic since paying out claims is the fundamental service these companies offer to customers. It’s sort of like not trusting coffee houses to pour…