Brand First. Then AI.
Pieter Steenkamp, PhD2026-08-29T11:09:50+02:00AI gives businesses more capability, but capability is not strategy. Brand clarity should come first, giving people and AI the context to reinforce a distinctive, coherent brand.
Most complete history of brands and branding
Pieter Steenkamp, PhD2023-11-14T07:52:35+02:00It is beneficial for scholars of any field to understand the origin and evolution of their field of study. This article is Chapter 1 of our Services Brand Management book, courtesy of the authors. This article explores the history, evolution and renaissance of brands and branding. Because there is no clear consensus regarding definitions of [...]
How to create a brand strategy blueprint
Pieter Steenkamp, PhD2023-11-24T19:24:28+02:00This "how to create a brand strategy blueprint" will be helpful for both an established brand that you want to take to the next level and to establish a new brand as a small business owner. It’s no secret that having a strong, well-defined brand is essential for any business. But how do you go [...]
How to build an underdog brand: a brand management framework
Pieter Steenkamp, PhD2023-11-14T07:52:29+02:00Today I'm going to show you exactly how to build and manage an underdog brand for success! In fact, this is the same framework we include in the Brand for Success workshop those who consider themselves underdog brands. This allows them to compete effectively against top dogs. The framework works, but there are specific things [...]
You Have to Launch To Benefit from the Power of Branding
Pieter Steenkamp, PhD2023-11-16T11:21:20+02:00Why launch an online business, you ask? It's about tapping into a global market from anywhere to increase brand awareness and sales. The Rise of Online Businesses Online businesses have seen a dramatic rise in recent years, according to Digital Commerce 360. This indicates how online marketplaces are becoming more prevalent as we navigate the [...]
How to Find the Perfect Brand Name
Pieter Steenkamp, PhD2023-11-19T08:10:13+02:00Craft the perfect brand name for your business with this step-by-step guide to brand naming. Learn how to research, create and choose the best name for your company.
Best Branding Companies For Startups
Pieter Steenkamp, PhD2023-09-19T21:20:04+02:00Branding is one of the most important aspects of business, especially for startups. You may be asking… why exactly is branding that important? Answer: A well-developed/strong brand helps differentiate your company. It’s what will make people sit up and go… Wow, this company knows what it is doing. When implementing a brand strategy, you aim [...]
What is more important, branding or marketing?
Pieter Steenkamp, PhD2023-11-24T18:13:47+02:00Binet and Field via the LinkedIn B2B Institute, suggest a 60% brand building and 40% sales activation budget allocation for B2C and a 46% brand building and 54% sales activation budget allocation for B2B. Donald Miller of StoryBrand: "Marketing is more important than branding ... Branding is when you make somebody feel a certain [...]
Master Brand Positioning: The Key Strategies for Strong Brand Positioning
Pieter Steenkamp, PhD2023-11-20T10:45:25+02:00Position your brand for success with our comprehensive guide to brand positioning explained. Learn how to craft an effective plan, avoid common mistakes and create a winning formula for your business.
How to Create an Effective Sales Funnel: a Step-By-Step Guide
Pieter Steenkamp, PhD2023-11-10T14:32:38+02:00Sales funnels are powerful tools for businesses to optimise their sales process and maximise conversion rates. They help guide potential customers through the journey from awareness of your brand all the way down to purchase. But where do sales funnels fit in? And how can you create an effective one that will bring in new [...]
