Applying The Five Forces Model To Brand Strategy
April 26, 20194 min
Michael Porter mapped out a simple, but powerful model for deeper understanding of the marketplace in 1979.
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Brand Insights - Branding Strategy Insider
By definition brand insights are the result of a deep understanding of your customer. They serve as a guide for brand success.
How Brands Win With Mindset Based Targeting
July 18, 20174 min
In his recent book ‘Friction’, Jeff Rosenblum argues that the mid-funnel is often neglected by marketers, who are too worried with upper-funnel brand awareness and lower-funnel conversion tactics.
Opportunities Emerge For Deeper Brand Insights
June 30, 20174 min
Recently I walked away from an inspiring consumer insights summit in Madison, Wisconsin with three important takeaways for brand insights professionals.
Marketers Must Follow The Brand Insights
June 2, 20153 min
At his presentation at The Un-Conference: 360 Degrees of Brand Strategy for a Changing World, Chris Wren included this deceptively simple observation: “Follow the insights,” he suggested, “Wherever they may lead”.
Brand Equity Study: The Insurance Industry
February 19, 20082 min
When we conducted our insurance industry brand equity study, we uncovered the following: