Brand Loyalty Changes The Economics Of Growth
What do United Airlines, YUM! Brands, Kohl’s, Ulta Beauty, and Estée Lauder have in common? Their leaders are talking about brand loyalty as a driver of business performance. Yum! Brands CEO Chris Turner remarked in ...
Brand Strategy Must Change The Economics Of Choice
A Conversation With Dr. Derrick Daye on Positioning, AI and the Brand Work That Matters. Dr. Derrick Daye has spent more than two decades helping leadership teams connect brand strategy to business performance. As Founder ...
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 ...
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. ...
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 ...
The End Of The Think Global, Act Local Strategy
One of the most difficult tasks for brand marketers is aligning an enterprise around a corporate Brand Purpose (North Star) and Brand Promise. Gaining adherents rather than mere acceptors is a difficult goal. Regions and ...
How Brands Can Escape AI-Driven Sameness
Bear with me as I wax philosophical. It’s a circuitous path, but it will loop us to AI. So here goes. In his sweeping, turn-of-the-century account of Western culture and ideas since the Enlightenment, From ...
A Marketing Conference For The Age Of AI
Branding Strategy Insider helps marketing-oriented leaders and professionals build stronger brands and make better brand decisions. Over the years, BSI readers have brought us questions about positioning, differentiation, customer relevance, brand leadership, growth, and the ...
The Age Of Average Brands
In the early 1990s, two Russian artists, Vitaly Komar and Alexander Melamid, took the unusual step of hiring a market research firm. Their brief was simple. Understand what Americans desire most in a work of ...
The Un-Conference: The Human Advantage In An AI World
AI can create content. It can analyze markets. It can generate ideas, optimize campaigns, personalize experiences, and increasingly act on behalf of customers. But it cannot decide what a brand should stand for. It cannot ...