Articles related to putting together a marketing strategy from your market research and analysis.
Branding is an inseparable aspect of any product or service on the market and a critical vehicle to establish consumer preference and competitive advantage. As a result a lot has been written about the topic and the many functions of branding attempting to acclaim one as the main purpose of branding in its entirety. Usually,…
For the curious and ambitious, marketing at startups is incredibly exciting. Depending on the lifecycle of the company, you have responsibilities anywhere from building a marketing team and mapping out strategy, to running targeted campaigns catered to well-defined audiences. It’s a high stakes game where the challenges are immense. Only 33% of startups ever make…
It’s important for brands to nurture trust, no matter big or small. In fact, it’s easier for small brands and can lead to significant financial benefits. Brand trust is all about credibility and integrity. Once you understand that you can build brand trust more effectively. Trust is important in essentially all interactions in our society….
Marketing ROI appears to be lauded as the go-to metric to measure the effectiveness and efficiency of your marketing initiatives. Though definitely useful, marketing ROI can also be misleading and undermine your brand performance in the long run. You need to make sure only to apply marketing ROI when it’s appropriate to do so. When…
Brands are shifting their attention toward brand activism as sociopolitical issues become more prominent in the social debate. Most of these initiatives, sadly, are inauthentic woke washing. You may have heard of greenwashing, but now there is a fancy new term in town: Woke Washing. As sociopolitical issues earn a more substantial share of voice…
Brand identity is one of an organization’s most valuable possessions and you should go to great lengths to nurture it. Barnes & Noble is an example of a brand that didn’t. In this post, you will learn how to carry out a brand identity analysis using Barnes & Noble as an example. In this post,…
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…
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…
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…
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…