Austin West

Category: Content
Type: Blog Article

Generated 5 days ago

New blog articles detected

  • BRANDING | 10 Most Common Naming Mistakes | Part Five

    8. Thinking Everything Needs A Name. New products, innovations, technologies, ideas, and acquisitions: As organizations expand and grow, there are more and more opportunities for the launch of new products and services—and the need to name them. It’s in these cases where it’s important to ask whether a new brand or product truly needs a name. Too many names and brands in a portfolio often add to...

Austin West

Category: Content
Type: Blog Article

Generated 5 days ago

New blog articles detected

  • BRANDING | 10 Most Common Naming Mistakes | Part Three

    4. Confusing The Need For Information With The Need For Differentiation. When choosing a name, companies often fall back on descriptive terms, based on the belief that they are easier to sell and require less marketing investment. They might think that the more overt the name, the more likely to be understood—and so picked—by customers. Or they might choose them simply because these types of name...

Austin West

Category: Content
Type: Blog Article

Generated 1 week ago

New blog articles detected

  • BRANDING | 10 Most Common Naming Mistakes | Part Two

    2. Forgetting That Naming Is As Strategic As It Is Creative. Companies often don’t spend enough time defining—and agreeing on—the strategic role of a name. But a great name is rarely that simple because it is different or creative. A great name is one that clearly communicates the positioning and personality of the brand. In today’s highly competitive environment, the strongest brands are ones t...

Austin West

Category: Content
Type: Blog Article

Generated 2 weeks ago

New blog articles detected

  • BRANDING | 10 Most Common Naming Mistakes | Part One

    A Great Name is Vital. Don’t Omit Crucial Steps. When it comes to brands, the name is one of the most important elements of its proposition. A name is often the first act of public branding and helps establish the tone for a product, service, or company. It acts as the primary handle for a brand: It’s a recall and recognition device, it communicates desired attributes or specific benefits, and...

Austin West

Category: Content
Type: Blog Article

Generated 4 weeks ago

New blog articles detected

  • BRANDING | The Way Forward: Thinking Outside The Box | Part Five

    THE BOTTOM LINE The future of brand-building and brand management lies in defining, integrating, and steering all of these requirements. In addition to a more flexible understanding of brand management structures and state-of-the-art instruments, this will also require a new self-image. Whether it is a shift away from a “corporate design police,” to an internal brand consultant; or from a brand a...

Austin West

Category: Content
Type: Blog Article

Generated 1 month ago

New blog articles detected

  • BRANDING | The Way Forward: Thinking Outside The Box | Part Four

    When facing these new challenges, brands must avoid textbook solutions, and instead think outside the box. Below are four new ways to think about brand building. 4. CROSS-MEDIA & CROSS-CHANNEL: The blurring and merging of communication and distribution channels can be seen as one of the most important developments of the past few years. In the future, communication with indirect references to sal...

Austin West

Category: Content
Type: Blog Article

Generated 1 month ago

New blog articles detected

  • BRANDING | The Way Forward: Thinking Outside The Box | Part Three

    When facing these new challenges, brands must avoid textbook solutions, and instead think outside the box. Below are four new ways to think about brand building. 3. NATIONAL & INTERNATIONAL: As a result of internationalization, many companies see their brands facing unknown challenges in diverse foreign markets. National brands that led the field in their domestic markets must confront unfamiliar...

Austin West

Category: Content
Type: Blog Article

Generated 1 month ago

New blog articles detected

  • BRANDING | The Way Forward: Thinking Outside The Box | Part Two

    When facing these new challenges, brands must avoid textbook solutions, and instead think outside the box. Below are four new ways to think about brand building. 2. INTEGRATION & DIFFERENTIATION: Ever since the business of branding began, the issue of integration and differentiation has been a salient one. But in light of the increased significance of brands as a factor for creating added value, ...

Austin West

Category: Content
Type: Blog Article

Generated 1 month ago

New blog articles detected

  • How To Talk To “Your Brand” In A Way That Everyone Gets It? | Part Four

    A Definition Of A Brand That Fits Both Perspectives My definition of a brand fits and supports both the customer and managerial perspectives of a brand: A brand is a set of associations in memory linked to a company, product, or service through its name, logo and other elements that provides a compelling promise of value to customers and other stakeholders. These Associations Represent: Th...

  • BRANDING | The Way Forward: Thinking Outside the Box | Part One

    When facing these new challenges, brands must avoid textbook solutions, and instead think outside the box. Below are four new ways to think about brand building. 1. CENTRALIZED & DECENTRALIZED: Previously, centralized brand management was considered fundamental to successful brands. However, currently market and business realities point in another direction. There is now a need to be close to mar...

  • How Successful Brands Will Be Built In The Future | Part Four

    THE PARAMETERS FOR BRAND SUCCESS There are eight key points that brands managers will need to keep in mind when devising a brand strategy in the years to come. 7. GLOBALIZATION: Globalization has been embraced not only by large corporations, but by small-to-medium-sized businesses as well. However, there are still no simple or self-evident answers to issues of global brand management. Do brandi...

  • How Successful Brands Will Be Built In The Future | Part Three

    THE PARAMETERS FOR BRAND SUCCESS There are eight key points that brands managers will need to keep in mind when devising a brand strategy in the years to come. 5. DIVERSIFICATION: In addition to the trend toward increased integration of branding measures, strategy-driven diversification is also becoming more and more important, particularly in the branding arena. This is due to expansion into ne...

  • How Successful Brands Will Be Built In The Future | Part Two

    THE PARAMETERS FOR BRAND SUCCESS There are eight key points that brands managers will need to keep in mind when devising a brand strategy in the years to come. 2. CONVERGENCE: Brand worlds often collide when innovation cycles merge with new technologies. This demands a great deal of flexibility and foresight on the part of brand managers. 3. MULTI-CHANNEL: The mushrooming diversity of new me...

  • How Successful Brands Will Be Built In The Future | Part One

    All it takes is a quick look at the business world to realize that textbook organizational structures, even when implemented perfectly, are increasingly coming into conflict with conditions in the real world. Market conditions have changed, and will continue to do so in the years ahead. The current economic situation will reinforce this trend and ultimately make its effects permanent. The question...

  • The 7 Secrets of Growing A Globally Competitive Brand | Part Four

    THE 7 SECRETS | Six & Seven 6. Compromise Can Destroy a Brand. Brands are built on consistency of messaging and delivery of the promised experience. When you compromise and step away from communicating your community’s benefit promise, you begin to chip away at that consistency. Once you start down that slippery slope, it becomes extremely challenging to stop. Elected officials and well intend...

  • The 7 Secrets of Growing A Globally Competitive Brand | Part Three

    THE 7 SECRETS | Five 5. Repositioning Can Be a Fool’s Chase. To reposition means to change what currently exists as your community’s brand equity and shift it significantly enough to take on a new meaning. When I lecture on this, my requirement is that your community’s brand promise must undergo a fundamental change in order to be considered a repositioning of your community. Otherwise, you are...

  • The 7 Secrets of Growing A Globally Competitive Brand | Part Two

    THE 7 SECRETS | Three & Four 3. Your Brand Makes Your Community Powerful, Not The Other Way Around. Companies do not succeed based on the quality of your community’s elected officials or economic development team. They succeed because your community promises and delivers a benefit that provides their business a competitive advantage. Your community is powerful when the businesses in your commun...

  • The 7 Secrets of Growing A Globally Competitive Brand | Part One

    THE 7 SECRETS | One & Two 1. Focus Equals Simplicity. Simplicity is important because your target audience is exposed to a staggering number of messages each and every day. They are unable to process all the information coming at them. In order to get your message to stand out from the noise, your promise needs to be as simple to understand as possible. Simplicity is not easy to achieve though....

Austin West

Category: Content
Type: Blog Article

Generated 6 months ago

New blog articles detected

  • BRANDS AND SUSTAINABILITY: HOW DO THEY WORK TOGETHER?

    Some brands, like GE, have broken the proverbial B2B mold and developed a sustainability strategy that is strengthened by its link to business strategy. GE’s well-defined and well-managed brand allows the organization to leverage it for sustainability. GE has effectively linked sustainability with brand by: 1. Using the brand as a business decision-making tool Linking ecomagination with GE wa...

  • B2B AND SUSTAINABILITY: WHAT’S THE PROBLEM?

    Essentially, the crescendo of environmental sustainability has created an even playing field for B2B and B2C. (It is safe to say that sustainability is industry agnostic—just like branding!) However, most B2B organizations are not doing an effective job with galvanizing their employees and other key stakeholders around these practices. Nor are they measuring and communicating the impact of these p...

  • B2B AND BRAND: BRAND DOES MATTER

    In a 2008 survey in BtoB magazine, 62 percent of B2B marketers said that their primary goal in 2008 would be customer acquisition. Only 19 percent cited brand awareness. B2B CEOs often consider the brand to be a frivolity: “Our audiences are so different from B2C—do we really need to make the investment in our brand?” What they don’t realize is that the brand is more than a communication frame...

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