Branding Strategies Blog

Where do you stand?     As polarization becomes more embedded in American culture, the Pew Research Center conducted a segmentation study that is extremely contemporary and relevant to this [...]

By now marketers know the Millennials quite well. Their desires for experiences over products, authenticity, and to rent, share, and barter rather than buy have become well known and documented. [...]

With Baby Boomers working at older ages and Generation Z (also known as the iGens) coming of age as adults in the workforce, we now have the unprecedented situation of four distinct generations [...]

Everyone’s torn this way and that. It’s easy to lose concentration or to find yourselves prioritizing the wrong things. If your brand feels like it’s drifting, here’s 6 sure signs that you’re not [...]

  Very often when doing research and branding, the most difficult, meaningful fact or truth to uncover is that which is most obvious. In some cases we know too much and we have established [...]

The growth of social communities has created the opportunity for brand-building to move from marketing and sales alone to ALL your employees. Who better can be your brand ambassadors? Whether [...]

From a branding perspective, family business are different by nature of presence, influence and control of family members and their inherent legacy. The brand should provide all the assurances [...]

A strong brand is a compounding asset. Day-to-day, it contributes to higher sales and margins versus competition, along with a host of other business management advantages. In the aggregate, it [...]

How do you explain the importance of the value a brand can carry? Brand is not only a tactical aid to generate short-term sales. It is a strategic support to a business adding long-term value to [...]

One Media at a time It wasn’t that long ago when the only major challenge, and measure of a great ad, was “breakthrough.” The ad needed to stand out from the clutter of competition and other [...]

Dominant Brands Facing a dominant brand in your category may be the most difficult challenge in advertising and marketing.  Competing against brands like Apple,  Google, Walmart, Coke and [...]

Revealing your brand, rather than creating or inventing it, is especially germane to family businesses.  Each new generation at the helm has the daunting challenge to move the business forward [...]

Demographics, psychographics, generational cohorts, values and lifestyles and customized cluster analyses all fail to yield two segments more diametrically opposed as today’s Liberals and [...]

Even though much has been said about the importance of brand clarity to a company’s customers and prospects, it goes without saying that this is vital to sustaining brand health.  Often [...]

I came across a research study recently that further demonstrated the challenges in advertising development and measurement using research.  The study compared recall of an advertisement between [...]

One of the first ways marketers segmented consumers is based on generational age groups.  The idea is that shared experiences throughout life, especially in the coming of age years, create bonds [...]

My first position right out of college was that of a Pricing Research Specialist for a supermarket chain.  I managed the company’s Price Comparison Index that tracked our prices against [...]

“The sun is a powerful source of energy. Every hour the sun washes the earth with billions of kilowatts of energy. Yet with a hat and some sunscreen you can bathe in the light of the sun [...]