Brand Positioning

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• Do Consumers Care More About Businesses' Competence or Morality?Ayaz Nanji
  Consumers generally value competence more than morality when choosing between service providers, but the effect is weakened if the less competent provider is seen as an underdog, according to recent ...
  Brand Positioning, Customer Behavior, Marketing Strategy, Research Summaries, Survey Data
• Five Ways to Compete Against Low-Price CompetitorsLaura Patterson
  All of us face a low-cost or low-price competitor at one time or another. The solution isn't to lower your prices and engage in a price war; that just means ...
  Brand Management, Brand Positioning, Marketing Strategy, Positioning, Pricing, Product Management
• 'Enriching Benefits': Why Consumers Love Brands That Make Them Feel Like Good PeopleDebbie MacInnis, C.W. Park
  "Enriching benefits" have a strong influence on how much consumers admire a brand. Such benefits inspire consumers, moving them to action and engendering loyalty toward the brand.
  Brand Loyalty, Brand Management, Brand Positioning, Branding, Customer Behavior, Customer Loyalty, Customer Relationships, Marketing Strategy
• Three Strategies That CPG Marketers Can Learn From the World of EntertainmentMargo Chase
  Entertainment marketers are masters at grabbing an audience's attention in a split second with just one image, clip, or tweet. They do so by focusing their marketing on these three ...
  Ad Copy, Advertising, Brand Management, Brand Positioning, Branding, Content Strategy, Customer Relationships, Marketing Strategy, Sales and Advertising
• The 10 Most Valuable Global Brands in 2016Ayaz Nanji
  Apple, Google, and Coca-Cola are the most valuable brands in the world this year, according to recent research from Interbrand.
  Brand Awareness, Brand Equity, Brand Loyalty, Brand Management, Brand Positioning, Branding, Research Summaries
• Brand It Like BeyoncéRoger Dudler
  Beyoncé is a shining example of how a public figure and a brand can intertwine. But it's not just individuals who can learn a great deal from the renowned and ...
  Brand Awareness, Brand Loyalty, Brand Management, Brand Positioning, Branding, Collaboration
• The 3 E's of Brand Admiration (and How Marketers Can Foster Them)Josh Zywien
  Enablement. Enticement. Enrichment. Those three E's are the very foundation of brand admiration. And they are important for any brand in any industry. So how should they be fostered?
  Brand Loyalty, Brand Management, Brand Positioning, Branding, Customer Engagement, Customer Loyalty, Customer Relationships, Engagement
• How to Boost Your Brand's Eco-Friendly ImageJeriann Watkins
  Becoming known as an eco-friendly brand isn't easy. Especially when so many brands present themselves as environmentally minded, and make so much noise on social and traditional media, even if ...
  Brand Management, Brand Positioning, Branding, Green Marketing, Product Management, Product Marketing
• Five Future Trends in the Marketing of TelevisionAndy Bryant
  Despite rumors of TV's demise, it has become one of the fastest-growing business sectors. So, what do the next years hold for people responsible for the brand strategies, design, promotion, ...
  Advertising, Brand Management, Brand Positioning, Consumer Electronics, Customer Behavior, Marketing Strategy, Television
• The Saving Grace of Brand Admiration: 3 Companies, 3 Mistakes, 3 Different OutcomesJosh Zywien
  How would customers react to your company's mistakes and missteps if it had long ago made sure to invest in becoming an admired brand? Certainly not the way they would ...
  Brand Loyalty, Brand Management, Brand Positioning, Branding, Customer Behavior, Customer Loyalty, Customer Relationships, Customer Retention, Public Relations
• Want to Build a Strong Brand? Get Messaging Right. Here's How...Carolyn McMaster
  Developing strong messaging and activating it across your organization ensure that everyone can communicate clearly and consistently about your company's value. And that vastly increases your chances of attracting customers ...
  Brand Positioning, Branding, Customer Relationships, Marketing Communications, Marketing Strategy, Positioning, Public Relations
• Brand Admiration and the Value of Respect: How to Build a Revered BrandJosh Zywien
  Respect for a brand—for its identity, purpose, and achievements—increases brand credibility and influence, results in forgiveness of mistakes, and creates access to better partnerships and talent. How can you go ...
  Brand Loyalty, Brand Positioning, Branding, Customer Loyalty, Customer Relationships, Marketing Strategy
• Is Your Brand Trusted? Here's What Happens When It Is—and Isn'tJosh Zywien
  If you cultivate and foster brand trust correctly, your company won't need to constantly throw piles of money at rebuilding and repairing trust with customers.
  B2B Marketing, B2C, Brand Loyalty, Brand Management, Brand Positioning, Customer Behavior, Customer Loyalty, Customer Relationships, Customer Service, Reputation Management
• Brand Admiration and the Power of Love: Build a Brand That People AdoreJosh Zywien
  Inspiring and evoking feelings of brand love aren't accidental occurrences. Cultivating and fostering it require a purposeful, methodical, and strategic process that builds meaningful relationships over time.
  Brand Loyalty, Brand Management, Brand Positioning, Customer Loyalty, Customer Relationships
• Content and the Buying Decision Cycle: Guarantee Your Content Creates Sales (Article 2 of 4)Mark Eardley
  In B2B marketing, to convince customers to buy from you, they must know who you are, what you do, and why you matter to them. Here's how to move their ...
  B2B Marketing, Brand Positioning, Content Marketing, Customer Behavior, Customer Engagement, Customer Relationships, Marketing Strategy, Personas, Positioning, Print Collateral, Sales
• Five To-Do's for a Rebrand That RocksRobin Saitz
  No matter the reason for a rebrand, there's no denying it's a major decision—and an expensive undertaking. Among all that needs to be done, these five things are a must ...
  Brand Awareness, Brand Management, Brand Positioning, Branding, Campaign Management, Content, Positioning, Research
• Four Business Blunders That Affect Your GrowthAyodeji Onibalusi
  Myriad companies aren't experiencing significant growth because they're committing major business blunders. What lapses could be holding your business down?
  Brand Management, Brand Positioning, Management, Marketing Strategy, Technology, Websites
• How to Elicit and Use Employee Stories in Your Content MarketingRyan Michael McDonald
  There's no shortage of content about the power of stories and storytelling in digital marketing. But how do you tell stories beyond your "brand story," especially if you work for ...
  Brand Positioning, Case Studies, Content, Content Marketing, Positioning, Testimonials, Web Content, Writing
• Four Things to Keep in Mind When Training on Brand VoiceShannon Deep
  Your brand voice is how your organization "speaks" to its audience. And to make sure that voice is consistent across all channels, you need to train communicators at your company ...
  Brand Management, Brand Positioning, Branding, Content, Content Marketing, Marketing Strategy, Writing
• Brand Personification: The Ultimate Way to Get to Know Your BrandCoralyn Loomis
  Use this compelling and intuitive method for taking a step back and gaining clarity on who your brand is and what kind of impression you're making on the world.
  Brand Management, Brand Positioning, Marketing Strategy, Positioning