Brand Extendibility: What Does a Clothing Brand Know About Beer?

Posted by Mitch Duckler on August 05, 2019

Some of the most meaningful, transformational brand extensions came to fruition as a result of companies tapping into intangible yet salient aspects of their brand positioning. Like many other components of branding and brand strategy, successful extensions first require a shift in mindset.

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Topics: Brand Positioning, Brand Extension, Brand Extension Strategy, Brand Strategy Consulting

Why Is It So Important for Brands to Differentiate?

Posted by Mitch Duckler on July 11, 2019

Today’s winning brands can’t afford to play it safe. They don’t say "that's just how it’s always been done," and they understand that their brands are more just a sleek logo or a cool tagline. The brands that crush their competition understand that branding and brand strategy go much deeper than attractive website design and responsive mobile design.

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Topics: Brand Strategy, Brand Value Proposition, Customer Experience, Brand Strategy Consulting, Brand Differentiation

How Has Technology Really Transformed the Brand Landscape?

Posted by Carolyn Crafts on July 05, 2019

Back in the early days of brand management, there were fewer brands, competitors, and product or service offerings in most categories and industries. Not surprisingly, in a world with fewer alternatives, it was far easier for any single brand to position itself as distinctive from all others. Marketers and brand strategists simply conducted market research and determined how they wanted to be perceived in the minds of consumers. They then created 30-second ads and reached audiences on one of only three broadcast networks.

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Topics: Brand Positioning, Brand Strategy Consulting, Technology

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