It 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 [...]
Today 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 [...]
Binet 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 [...]
Branding, marketing and advertising are all essential facets of any business, large or small. Most business owners have accepted that creating a strong brand is essential if they want to build a successful business or successful brand. It's due to your brand that target customers or potential buyers will remember you and decide to do [...]
There are many similarities between the roles of a Chief Brand Officer (CBO) and a Chief Marketing Officer (CMO), but there are also some key differences. 1 Idea – 1 Challenge – 1 Quote Idea FROM ME Both disciplines involve understanding customers' needs and desires through market research and creating a strategy to [...]
1 Idea – 1 Challenge – 1 Quote Idea From Me Business success is often determined by how well-recognized and trusted a company’s brand is. To build a strong brand, businesses need to focus on creating a brand awareness strategy as part of brand building. There are several ways businesses can go about [...]
The world champion Springboks beat the Wallabies 24-8 in the second test down under in the Rugby Championship 2022 (and they won the fight!). Both teams would have devised a strategy to win by analysing their opponents in detail and knowing their own capabilities. The Springboks strategy proofed to be superior and/or their execution the [...]
If your marketing is somewhat all over the place and your branding not as effective as it should be, then your brand strategy, or lack thereof, is probably the issue. 1 Idea – 1 Challenge – 1 Quote Idea From Me Brand vs marketing There was a vibrant and somewhat divisive discussion [...]
Walk, with personality; talk, with personality; smile with personality … is how the 1959 Lloyd Price song goes. 1 Idea – 1 Challenge – 1 Quote 1 Idea From Me As can be gleaned from the lyrics of the song, personality is not about what you do, rather, it is about how you [...]
There is an underutilised brand element that you can use to trigger an emotional response from your consumers. 1 Idea – 1 Challenge – 1 Quote 1 Idea From Me When we think of brand elements the visual brand elements most likely dominate. These include the brand logo (symbol and/or text), colour(s), font [...]
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