Brand Positioning

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• The New Branding: Five Tips for Creating Shareable Brand ExperiencesPeter Beck
  Today, branding is not about slapping logos on various media. To grow, your brand needs to be providing consumers with disruptive—that is, memorable and sharable—experiences.
  Brand Awareness, Brand Management, Brand Positioning, Branding, Customer Experience, Experiential Marketing, Word-of-Mouth
• How to Launch a New Brand: Five Tips for an Unforgettable DebutStewart Hodgson
  Follow these five steps to create a memorable and effective brand that will help your company stand out from the competition.
  Brand Management, Brand Positioning, Branding, Small Business, SMBs
• Three Paths for Surging Ahead of the CompetitionEllie Mirman
  Market leaders often take one of three paths to beat the competition. See which strategy can work best for your brand.
  Brand Management, Brand Positioning, Branding, Market Research, Marketing Strategy
• 'Don't Chase the New, Innovate the Old': Four Lessons From NikeSoon Yu
  Innovating existing products and services rather than chasing the shiny and new is a smart use of resources and energy. And it has a far higher chance of success. It ...
  Brand Management, Brand Positioning, Branding, Product Management, Product Marketing
• Before Building Brand Awareness, You Need to Assess Brand Value. Here's How to Do Both.Dara Treseder
  Imagine you're tasked with planning a trip. Now imagine trying to do that without knowing the trip's starting point... Tough, right? It's the same with a brand-awareness campaign. You won't ...
  Brand Awareness, Brand Positioning, Branding, Customer Relationships
• How to Maintain Brand Authenticity in Today's Politically Polarized ClimateBrandon Lewis
  To pick a side or not to pick a side? That is the question plaguing many brands in today's politically polarized environment. Pick a side, and you risk potentially losing ...
  Brand Positioning, Corporate Communications, Customer Relationships, Positioning, Public Relations, Value Propositions
• Three Takeaways for Marketers From the Repositioning of Brand Taylor SwiftKatie L. Fetting
  Many of us in marketing recognize that Taylor Swift is a cunning, calculated positioning savant, and the new, edgy, and angry Taylor is nothing but a brand refresh. Here are ...
  Brand Awareness, Brand Management, Brand Positioning, Branding
• The 10 Most Relevant Brands With US ConsumersAyaz Nanji
  Consumers in the United States say Apple, Google, and Amazon are the most "relevant" brands, according to recent research from Prophet.
  Brand Management, Brand Positioning, Branding, Research Summaries
• Innovation Is Not the Key to Success, Reinvention IsRoger Cusa
  Many marketers, business owners, and entrepreneurs think innovation is synonymous with invention—and that to move the needle, we need to come up with a shiny new product, market, or idea. ...
  Brand Positioning, Customer Experience, Customer Service, Marketing Strategy, Positioning, Product Management, Product Marketing
• 11 Powerful Approaches to Marketing Highly Unsexy ProductsRishi Medhi
  The appeal of some products is obvious; they practically sell themselves. Other, "boring" products? Not so much... There is hope, though. Here are 11 powerful ways to market products that, ...
  Advertising, Brand Positioning, Branding, Customer Acquisition, Customer Evangelists, Customer Relationships, Marketing Strategy, Positioning, Sales, Testimonials
• Embrace the Squirrel: How to Achieve Genuine Breakthroughs in Your Communications EffectivenessTim Pollard
  Communication matters. In organizations without effective communication, leaders can't lead, products don't sell, and projects don't get funded. Which presents a paradox: if it's that important, why does most communication ...
  Brand Positioning, Marketing Communications, Positioning, Positioning Statements, PowerPoint, Presentations, Public Speaking
• Four Steps to a Compelling Brand Story That Wins Over CustomersCourtney Apps
  When a brand story is crafted correctly, consumers will be proud to associate with and represent your brand, and they will market it of their own volition via word-of-mouth.
  Brand Loyalty, Brand Positioning, Branding, Content, Positioning, Strategy, Word-of-Mouth
• More Honesty, Less Snark: How Consumers Want Brands to Act on Social MediaAyaz Nanji
  Most consumers want brands to be honest and friendly on social media, not snarky and trendy, according to recent research from Sprout Social.
  Brand Positioning, Digital Marketing, Research Summaries, Social Media, Social Networking, Survey Data, Writing
• What Emotionally Connects Consumers to Brands?Ayaz Nanji
  Consumers say they feel most emotionally connected with a brand that come across as caring about people like themselves, according to recent research from CustomerThermometer.
  Brand Loyalty, Brand Management, Brand Positioning, Branding, Research Summaries, Survey Data
• Are Ads Adjacent to Offensive Content Viewed as Endorsing That Content?Ayaz Nanji
  Nearly one-third of Americans think ads adjacent to offensive online content imply that the advertiser endorses or approves of that offensive material, according to recent research from YouGov.
  Advertising, Brand Positioning, Research Summaries, Sales and Advertising, Survey Data
• Which Brands and Social Networks Do Teens Think Are Cool?Ayaz Nanji
  US teenagers age 13-17 (Gen Z) say YouTube and Netflix are the coolest brands, according to recent research from Think With Google.
  Brand Management, Brand Positioning, Gen Z, Research Summaries, Survey Data
• How to Apply Neuromarketing Principles to Improve Marketing Effectiveness (Part 2 of 2)Lawson Abinanti
  Part 1 examined stimuli that get the attention of the decision-making portion of the brain. Part 2 explains how specific tactics appeal to the brain and improve the effectiveness of ...
  Behavioral Marketing, Brand Awareness, Brand Positioning, Branding, Content, Customer Acquisition, Customer Behavior, Marketing Communications, Positioning, Writing
• Improve Your Marketing Communications With Insights From Neuromarketing (Part 1 of 2)Lawson Abinanti
  To ensure your marketing communications engage and convince your audiences, you'll need to understand how the human mind works. These are the six characteristics of the decision-making part of the ...
  Behavioral Marketing, Brand Positioning, Content, Customer Behavior, Customer Experience, Customer Insight, Customer Relationships, Marketing Communications, Positioning, Positioning Statements, Presentations, Writing
• Which Emotions Are Associated With Good (and Bad) Brand Experiences?Ayaz Nanji
  Satisfaction is the emotion consumers most associate with positive brand experiences, according to recent research from InMoment.
  Brand Loyalty, Brand Positioning, Branding, Research Summaries, Survey Data
• The 20 Most 'Simple' BrandsAyaz Nanji
  Consumers in the United States say Google and Netflix are the most "simple" brands, according to recent research from Siegel+Gale.
  Brand Management, Brand Positioning, Branding, Research Summaries, Survey Data