Every Sunday I like to take a moment and try to collect some of the blur that was the past week on Branding Strategy Insider and elsewhere. There’s much to take in. It helps that we’re all writing it down…Peter on Change LeadershipImprove systematic
Let's explore the power of using the Intranet to further brand goals with internal audiences. Brand management groups at many companies have found the Intranet to be a powerful tool to accomplish the following on behalf of their brands:•Communicate
Years of total quality management (TQM) and customer service improvements have significantly improved the perceived (and actual) quality and value of products and services in many categories. You might think that this would increase customer brand l
Companies, products, universities, museums, municipalities and individuals brand themselves. Why not nations? After all, they have more at stake then almost any other entity – tourism, exports, foreign direct investment, industry formati
I recently had the opportunity to present and lead a panel discussion at The Conference Board’s ‘Extending Your Brand to Employees Conference’ in Chicago, IL. The conference provided a forum for marketing, brand, communications and HR professionals
Ever heard of a brand that rejects customers? Probably not. Brands are uniformly desperate to attract them. So why would a brand take the opposite approach?
Some years ago, I developed the concept for the Pepsi Web site's relaunch. I was
As we close out a month of featuring some of Peter's contributions on Branding Strategy Insider, we thought it only fitting to post some of his best known quotes. Be influenced...
On Business: Business has only two functions - market
Joao R. Freire recently shared a paper that he wrote on Place Branding with me. It was published in the November 2005 issue of Place Branding. He makes some very interesting points about place branding:
As international financial uncertainty continues, so does the test of branding.
I’m sure you’d agree with me that the easiest strategy for securing a couple more customers is to reduce the price of your product or service. But, needles
Many times marketing is seen as a dirty word in the non-profit sector. A necessary evil that no one admits spending too much time or money on. But to build a successful non-profit organization to help people, you still need to follow the laws of bra
At the Institute for International Research’s The Branding Trilogy conference in Santa Barbara, CA, Jill Vollmer, vice president of brand marketing for Mondera.com said, “Publicity has helped us achieve 5 times the ad value of media placement for ev
Marketing research is critical to the success of brand management. Without customer and competitor information/insight, it is almost impossible to position a brand advantageously and to manage it effectively over time. Research supports the followin
Turns out brands are just like the rest of us, merely mortal. They can’t live forever. This is good news and bad news for companies. Good news because it creates opportunities to launch new brands but bad news because it means having to say goodbye
Back in December we asked, "Are you a part of a brand building organization?", and provided a checklist to help you assess your organization’s readiness to build brands. Today we're taking our checklist a step further, hoping you and your
Did you know that close to 80 percent of all brands purchased by parents – is controlled by their children? You may be surprised to learn that a whopping 67 percent of all car purchases is also determined by the children of the home – not by the par
I like the way Mercedes approached online communication to present its new C-Class model. Instead of focusing on performance, they decided to take more of a sensorial and aesthetic angle, creating an experience you might not expect from a brand usua
Shelly, a marketer in Cleveland shared this situation:
"I am currently in the process of helping my company develop and implement the concept of Branding. Please know that this company is a quickly growing B2B organization that has prev
When a customer complains about your product, service, guarantee, or Web site, it's not always because the quality was lousy. It may have been because you didn't manage that customer's expectations.
Favicons (favorite icons) are the small images that are associated with a website. It will be displayed on address bar, tabbed browsers and your bookmark list. Therefore, creating an outstanding favicon is particularly important for website branding