How can brands appeal to their customers? Consumers don’t think about what differentiates the brand they use from its competitor. They don’t see tangible differences between brands anymore. So how do we reach the average consumer? How can we make them loyal? Research. In early January, I was lucky enough to sit down with an employee from […]
While many theories tried to explain Yahoo’s downfall in light of Google’s ascension, it is suggested that the difference in the companies’ brand tactics may be the most illuminating. While Google has aced brand strategy management, Yahoo has misstepped a definitive brand vision and the deficits have led to an identity crisis. Brand mission: […]
Understand consumer behavior This idea plays to understanding the culture of your target market. For instance, doing business in China is much more long term and relationship based than the straightforward American business style. Making sure that you send the same level executive to negotiate with the Chinese is crucial. Not only that, but understand […]
Crafting your company’s brand image is the most crucial process in starting a new successful business and increasing the odds of maintaining it. Sometimes, the value of the brand become worth more than the hard assets of the company itself. By looking at the top global bands, we have defined six basic tenets of branding […]
Although global branding can be a huge obstacle for companies looking to expand internationally, a few have done an excellent job of maintaining their brand image throughout the globe. Redbull – Redbull does a fantastic job expanding internationally, by hosting extreme sports events while promoting their product. Not only does this gain attention of their […]