Tag Archives: Brand Value
Let’s face it, consumers are going to be confronted with more choices and more incentives this year than ever before. Brands will be throwing more freebies, competitions and videos at them; they will be drowning in social and overwhelmed by engagement. And pretty quickly they are going to ask the big question – why should I care? Do I really need another brand marketing to me? Do I really care about this product? Consumers are going to become more selective and if your brand is not clearly differentiated, you’re going to lose out very quickly. Get ready to stop thinking tactically and be prepared to answer the big question – why should they care?
Read MoreSanta goes Digital-Mobile-Social
No longer does the Macy’s Thanksgiving Day Parade Santa Claus usher in a holiday season of window displays. Today’s consumers start their holiday shopping research online and closer to Halloween, nearly a month before Black Friday and Cyber Monday. They use digital, mobile, and social media to shop both in stores and online – digital technology has changed the holiday shopping experience. But how are retail and other consumer brands adapting themselves to the digital-mobile-social marketplace for the holidays? And how can brands stand out in the flurry of holiday marketing?
Read MoreIs your Brand Fluent? – Localized Branding Abroad
The surprising announcements from these two international powerhouses beg the question: how far should a brand go to gain relevance and (most importantly) market share abroad?
Read MoreWhat’s in a name?
For the sake of illustration, let’s divide the business world into two categories: companies that have brands, and companies who have names. The difference is not an insignificant one. Companies with brands have reputations and relationships that must be fed on a continual basis, across a spectrum of (increasingly numerous) customer touch points, and must provide meaning that resonates with both the company and the customer.
Read MoreCause and Affect
Are companies engaging in social causes because they genuinely want to help or because they recognize they can’t win in consumers’ minds if they don’t? As Home Depot CEO Bob Bardelli put it, “Our duty as individual citizens and as corporations isn’t to simply wait for government to do everything for us, but to recognize [...]
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