“Money and wealth are two different concepts. If you have money, but have not turned this money into an experience to elevate your own or other people’s level of happiness, then you may very well only possess a lot of symbols and a…
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What does come to your mind when you think about the word brand or branding? Is it some big and top-notch company that is selling their products for a certain target market that usually affords luxuries? If yes then would you be surprised…
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There are many canaries that will alert you to the potential for lethal gas in your proverbial B2B brand coal mine, but no bird is more effective at pointing to danger than a sales team that struggles to describe what makes your brand and…
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Marketing is the act of promoting and selling products and services. Branding creates a perception of your goods and services in the marketplace. Marketing therefore is an extension of your brand. It is one of many brand touch points.…
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Branding Strategy Insider helps marketing oriented leaders and professionals like you define and grow brand value. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Mike, a Marketing VP in…
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Often, as marketers, strategists, and leaders, we want only high-level interpretations of meaningfulness brand recall, favorability, and preference. But that idea of meaningfulness can shift: media planners maximize against reach, PR…
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  Open any brand guidelines and you’ll likely find a page or two about correct logo usage. As one of the most sacred elements of any brand, strict instructions on amount of padding, what it can and can’t be placed next to or on top of,…
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In an period of tremendous manufacturers, it could appear an uncommon notion to contemplate a metropolis, state, area or downtown as a model. However, within the context of a spot promoting itself as a focus to go to, dwell, or to purchase…
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Personal brands matter to everyone, not just startup founders and public speakers. In the age of social media, every employee owns a unique personal brand, and most employees want to grow those brands to boost their careers. As the boss,…
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A psychological phenomenon known as reciprocity is a powerful inclusion in the brand marketing toolkit. In 1960, Alvin Gouldner wrote the preeminent paper on the topic, which began with a quote from the Roman philosopher Cicero: “There is…
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