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Overview
Branding Strategy Insider helps business leaders build stronger brands with expert insights on brand strategy, positioning, growth, culture, and innovation.
News
The Brand Turnaround Era Is A Warning Sign
Corporate jargon is pretty miserable. Executives use euphemisms and empty phrases to cover up the truth. Reading an earnings report is sometimes the equivalent of nails scratching on a blackboard. The generic puffery of language - employed to dull our sen
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Time Is The New Battleground For Brands
The one thing we marketers want more than anything else is people's time. We have all kinds of metrics to track it. Indeed, it's the thing we track most, more so than spending and usage. We want people to like, follow, share and comment. We want people to
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Why Brand Promise Still Matters: Lessons From General Motors
It is difficult to avoid politics these days. Right now, both political brands are becoming parties that do not stand for anything but stand against everything or stand for everything. Having a relevant, differentiated brand promise applies whether you ar
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Are Your Customers Loyal, Or Just Locked In?
There are brands we genuinely love choosing. They make our work easier. They help us perform better. They may even say something meaningful about who we are. In the beginning, the dynamic is simple and elegant: the brand creates real value, and in return,
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Trust Is The CEO's Competitive Advantage
The role of CEO is a success label. Wall Street and investors view the CEO as the fiduciary leader who will drive an enterprise's performance to greater shareholder financial results. The shareholder mindset tends to be short-term rather than long-term, w
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