Types.
Strategy
Choosing the Right Brand or Product Name.
Whether you’re starting a brand, sub-brand, or product extension, its name matters. You want something that’s recognizable but is also unique. In some cases, such as Kleenex for tissues or the Magic Eraser for cleaning sponges, you can create a name so iconic that people use it to describe any product within that category—even if…
Strategy
8 Retail & Online Brand Growth Strategies
A successful, consistent brand is immediately recognized—even loved—by consumers, but many variables drive the success of your brand strategy. Even in a strong economy with significant market growth, strengthening an existing brand is challenging. However, continuously nurturing your brand growth strategies is critical to your company’s long-term success. Even if your sales are increasing, growing your…
Strategy
The Whys and Hows of Creating an Effective Vision Statement
Your brand vision is a set of objectives guiding the growth and direction of your company. It’s one of those terms like “mission statement” or “brand values” that marketers love to throw around, but what does it really mean? How does a company define its brand vision, and what are the benefits of doing so?…
Strategy
Branding vs. Marketing: What’s the Difference?
Working through your brand strategy inevitably raises the question of whether we should invest in branding or more tactical conversion-driven forms of marketing. Building a brand identity while seeing a return on investment can be confusing and overwhelming. This article resolves the branding vs. marketing debate, helping CEOs, marketers, and content strategists align and work…
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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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