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Strategy
A How-To Guide For Brand Repositioning.
Wouldn’t it be nice if brand positioning was a one-and-done task where we could solely focus on driving more revenues through an adaptive marketing campaign? Sadly, this isn’t a reality. While most agree that declining revenues (which is a symptom) is a valid reason to consider brand repositioning, we must understand the cause before we…
Strategy
How To Craft the Ideal Brand Extension Strategy.
Continuous growth is a concept threaded in the nature of a company with a recognizable brand name. We often hear the saying, “your either growing or dying,” which makes brands nervous anytime the company seems to be going through the motions. This uneasy tension leads key decision makers, the brand manager and the marketing team,…
Strategy, More
Corporate Branding Vs. Product Branding In Consumer Goods.
Being a CPG brand manager tasked with launching a new product line, a critical question emerges as you think through your branding strategy: Should you leverage the company’s established name or develop a distinct identity specific to the latest offering? There’s always tension between corporate branding vs. product branding, making it challenging to decide one…
Strategy
Brand Positioning Components To Amplify Your Strategy.
Sometimes, a brand becomes so ingrained in our minds that it becomes synonymous with the product itself. For example, we suddenly imagine a band-aid when thinking of a bandage. Similarly, we think of the brands Monster and Red Bull as energy drinks. This is the power of strong brand positioning. You need an exceptional brand positioning…
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CPG product repositioning guide.
Explore the five undeniable signs your CPG product needs repositioning along with strategies for leveraging consumer insights for a guaranteed market lift.
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