Storytelling - Page 2 of 78 - Branding Strategy Insider

The Age Of Post-Funnel Marketing

July 24, 20245 min

For the last 50 years CPG and retail brand building has been focused on chasing awareness. The theory is that top-of-funnel recognition will lead to consideration, and if the brand is persuasive while spiraling further down the funnel, a consumer purchase will occur. Leave it to the impact of evolving culture and the presence of existential, environmental threats to shift behaviors and push the funnel off its pedestal. A distinctive new path to brand building...

by Walker Smith

Brand Marketing

How Boring Is Energizing Brands

July 23, 20244 min

The day after the assassination attempt on former president and current Republican presidential nominee Donald Trump, Vermont Democratic senator Bernie Sanders said on NBC’s Meet the Press, “Politics should be kind of boring, you know?” Which is to say, all about boring wonky stuff, not “radical rhetoric.” Certainly not violence. Politics should be boring.

by Dan White

Brand Marketing

A Framework For Assessing The Potential Of Creative Ideas

July 15, 20243 min

The following framework is helpful when assessing the potential of creative ideas.

by Pamela Danziger

Luxury Branding

LVMH Shows How Luxury Brands Shape Pop Culture

July 3, 20246 min

Whether culture shapes brands or brands shape culture is a chicken or egg question. Both are inextricably linked, and a review of the academic literature doesn’t help tease out which comes first. Rather, the research focuses on how culture influences consumer’s perceptions of brands, not the role that brands play in influencing culture.

by Walker Smith

Brand Management

Why Most Brands Are Not Built For Politics

June 24, 202416 min

Are politics good for brands? Politics come in different flavors for brands. Contributing to community organizations and lobbying for business-friendly policies are relatively uncontroversial.

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