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Nov 27, 2024 | 
brandingstrategyinsider.com | David Stewart |Walker Smith |Derrick Daye
The recent criticism of the new advertising for Jaguar has focused attention on when repositioning of a brand is necessary and effective. The positioning of a brand is defined by the psychological space the brand occupies in the minds of consumers: the unique identity of the brand in terms of what it is (and is not), what value it provides, and how it differs from competitors.
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Jan 31, 2024 | 
brandingstrategyinsider.com | Derrick Daye |Walker Smith
As a B2B marketer, do these words seem familiar?
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Nov 30, 2023 | 
brandingstrategyinsider.com | Derrick Daye |Walker Smith
Today let’s focus on ingredient branding, an effective growth strategy under the right conditions. Ingredient brands are well-known brands with well-known qualities that are included as a component or feature of another brand or product to enhance perceptions and the marketability of that brand or product.
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Nov 10, 2023 | 
brandingstrategyinsider.com | Derrick Daye
Today on Branding Strategy Insider, we’re sharing ten of the most beneficial books for Chief Marketing Officers (CMOs). These titles hold significance due to their ability to help shape and guide how marketing leaders approach their role, from fundamental marketing principles to innovative growth strategies. We think you will find that each offers a great deal of actionable insights and is well worth your time.
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Nov 8, 2023 | 
brandingstrategyinsider.com | Walker Smith |Derrick Daye
Recently, the research and marketing community quietly lost one of its brightest, most innovative thinkers and practitioners. Kevin Clancy was a pioneering giant. One of only two ‘three-fers’ ever, as I term it: Market Research Council’s Hall of Fame, 2008. ARF’s Great Mind Award, 2012. AMA’s Charles Coolidge Parlin Award, 2015. Of the few people who have meant a lot to my career over the years, Kevin’s influence was the greatest and most meaningful.
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Jul 27, 2023 | 
brandingstrategyinsider.com | Derrick Daye |Jack Trout |Ulli Appelbaum
Brand positioning is a crucial marketing strategy that aims to create a distinct place for a product or service in the minds of consumers. In 1969, Jack Trout and his partner, Al Ries, introduced the now highly valued concept of positioning in the paper “Positioning Is A Game People Play In Today’s Me-Too Market Place.” This became the genesis of their ground-breaking first book, Positioning: The Battle for Your Mind.
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Jul 20, 2023 | 
brandingstrategyinsider.com | Derrick Daye
With somber accuracy Futurist Alvin Toffler once predicted; “The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn, and relearn.” Who among us represents today’s illiterate? At the present pace of change, certainly, more marketers than we can imagine. We are either part of the old or part of the new.
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Jul 18, 2023 | 
brandingstrategyinsider.com | Larry Light |Derrick Daye
Ordinarily, unfairly capitalizing on the familiar brand identity of a known brand would be brand dilution. The entity using the known brand’s identity can be considered a parasite. A parasite brand is a brand that lives off the brand equity of another brand. No imitator, no copycat, no parasite should be allowed to steal another brand’s identity. That is the same as getting a free ride.
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Jul 3, 2023 | 
brandingstrategyinsider.com | Derrick Daye |Larry Light
Sustainable brands gain a competitive advantage for several reasons, and numerous well-known brands serve as prime examples:Increased Customer Loyalty: Brands that prioritize sustainability often cultivate strong customer loyalty. Patagonia, an outdoor apparel company, has built a dedicated customer base through its sustainable practices and commitment to environmental causes.
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Jun 29, 2023 | 
brandingstrategyinsider.com | Derrick Daye
Brands come and go, rising and falling with the tides of market trends and changing consumer preferences. However, there are instances when once-beloved and seemingly forgotten brands make a triumphant return to the spotlight. Through strategic planning, innovative marketing, and a deep understanding of their target audience, these once-dormant brands have managed to resurrect themselves and reclaim their position in the market.
