Category Archives: Branding
The future of digital marketing
Posted on 15/08/2022
What is the future of digital marketing? The digital marketing landscape is constantly changing and evolving. This article will explore some of the biggest trends you can expect to see by 2030. The future of digital marketing is not crystal clear, but here are a few trends you can expect to see by 2030. As […]
Loud or Subtle luxury brands?
Posted on 10/08/2022
Brands that sell luxury goods aim to increase their brand’s perception of exclusivity by increasing its perceived value, availability, and design characteristics. But not all luxury brands are born equal. For design-based brands, a vital branding notion is brand prominence, which segments brands based on how visible visual identity markings are. In this space, there […]
Why NPS is necessary but not sufficient
Posted on 08/08/2022
NPS is a well-known market research tool that asks people whether they’d be likely to recommend something to their friends or colleagues. The NPS is an instrument developed by Fred Reichhold, who owns the registered name “NPS” in conjunction with Bain & Co. and Satmetrix. It has become popular because of its simplicity and transparency. […]
The Rise of Brand Activism in the Digital Age
Posted on 28/07/2022
Historically, most brands were marketed on performance characteristics such as “our toothpaste is better than your toothpaste.” They positioned themselves as “better at whitening teeth, preventing cavities, or giving you fresh breath.” Positioning is not sufficient anymore in our highly competitive markets today. You should consider marketing to millennials, who comprise one of today’s most […]
The importance of Brand Voice
Posted on 25/07/2022
What Brand Voice is and why it matters In the age and era of Instagram and Pinterest, many are concerned about how a business looks visually, from fonts and colors to designs and marketing materials. At the same time, they tend to overlook the notion of Brand Voice: even though social media has been included […]
The marketing of platform businesses
Posted on 30/06/2022
A “platform” refers to a business model, not simply any company using technology. Many people confuse a platform with a mobile application or a website, but platforms aren’t just pieces of software. It is a holistic business model that brings together consumers and producers. What is a platform business? A platform business helps facilitate interactions […]
What Is a Marketing Strategy?
Posted on 28/06/2022
A marketing strategy is a long-range, forward-looking approach and an overall game plan for any organization or business. Its goal is to achieve a sustainable competitive advantage by understanding consumers’ needs and wants. A marketing strategy refers broadly to a business’s overall plan for reaching potential customers and turning them into customers of its products […]
Brand-driven innovation: blurring boundaries for market leaders
Posted on 23/06/2022
Brand-driven innovation: the origins. In an era of stagnant markets, technological disruption, rapid changes in consumer behavior and, where can big brands find their growth? One popular approach is to stretch a brand into an adjacent marketplace where it can still be relevant to consumers. This approach is becoming increasingly common in food and beverages, […]
Marketing Narrative: a quiet and unexpected rise
Posted on 20/06/2022
Marketing Narrative is quietly and slowly gaining ground in marketing disciplines where brands and their managers historically tend to talk about themselves. Marketers can use Narratives to help address the strategic role that vision and leadership play in organizational growth and success by focusing on other people. In summary, Leaders do lead. Companies that win […]