Brand laddering: Moving up expectations

Brand laddering is about getting results. First used in the 1980s, this concept helps brands move beyond the practice of marketing products by features. This brings in differentiation, distinctiveness, and lays things out to build a better connection with consumers.

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Beauty Brands: 3 Packaging Trends To Watch

In the world of cosmetics, packaging can often play a much bigger role than advertising. Let’s look into some of the industry’s most up-and-coming packaging trends.

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How to make yucky food appealing?

Beef, chicken, pork, and other conventional meats regularly come under fire for the greenhouse gas emissions they produce. One sustainable – yet controversial – alternative source of animal protein that’s been making headlines is the consumption of insects. Not only does it come with a tall list of health benefits, pundits even go as far as saying that insect-based diets can help in the fight against climate change. But despite this good publicity, insects have been slow to crawl into mainstream Western cuisine – many people are just plain disgusted at the thought of putting worms, crickets, and beetles in their mouth.

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Meaningful Brands Drive Purchase

Consumers like to buy brands that fit with their beliefs, values and lifestyle – brands that have meaning. One effective strategy to build meaning is done through stories. Even the most boring product can come to stand for something meaningful with the right anecdote.

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Brand authenticity: why brands need to get real

When marketing teams meet to discuss strategies to differentiate and give their brands more resonance, increased attention goes to the topic of brand authenticity. More than a simple attribute, brand authenticity has psychological and symbolic dimensions – authentic brands know what they stand for and make it clear across all consumer touch points.

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Brand Extensions: Three Takeaways for Success

There are multiple ways to create competitive advantage. One is through brand extensions, when companies leverage an existing brand’s equity to launch a product in a different category. With additional ad placements, shelf space, and conversations, an extension gives the brand more visibility and more reasons to buy. But before you walk down that road, here are three things you should know.

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Eastern Europe: Brand Opportunities

While many Western European countries and other large world economies are experiencing lower performance in their goods sector due to consumers scaling back on spending, Eastern Europe’s economic growth is relatively strong as they are benefiting from high “real wage” rises. This opens many doors for companies looking to get into this thriving market. Here are a few takeaways:

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Lack of differentiation keeps you out of the spotlight.

Being “better” than the competition is no longer enough to create sustainable advantage in today’s business environment. To rise above the sea of sameness in your product category, your brand must show it’s different. Let’s take a look at 3 ways to get there.

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