Are Your Customers Loyal, Or Just Locked In?
There are brands we genuinely love choosing. They make our work easier. They help us perform better. They may even say something meaningful about who we are. In the beginning, the dynamic is simple and ...
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. ...
Trust Is The CEO’s Competitive Advantage
The role of CEO is a success label. Wall Street and investors view the CEO as the fiduciary leader who will drive an enterprise’s performance to greater shareholder financial results. The shareholder mindset tends to ...
Is AI Disrupting IBM, Or Strengthening Its Future?
There once was an upheaval at IBM; a David and Goliath moment. That was when personal computers, namely Apple, entered our landscape. The world became divided into Macs and IBM PC’s. The genericization of the ...
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 ...
Why Brand Fandom Is Replacing Traditional Marketing
You are likely focused on the next round of innovations in the pipeline and how you will elevate and communicate the attributes and features of these new products at launch. Familiar territory for the vast ...
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 ...
Why Brand Strategy And Business Strategy Must Be One Strategy
The most consequential brand decisions are often made before anyone calls them brand decisions. Leadership chooses markets, customers, products, pricing, acquisitions, distribution, and growth priorities. Marketing is then asked to develop a brand strategy around ...
When Site Performance Becomes Brand Performance
Companies think of website performance as a technical KPI. It’s something developers measure after launch and marketers glance at when Core Web Vitals reports come in. That’s understandable, but it misses something important. This article ...