One of the hardest judgment calls for brand managers is currency. Brands must change to stay consistent yet they must also remain recognizable in order to preserve brand equity. So what should you change, and when? For the purposes of this discussion, let’s put to one side the massive rebrands that take place when a…

Author: Mike Tomita Return on investment (ROI) is an important part of digital marketing (and  really, almost every part of marketing)—it tells you whether you’re getting your money’s worth from your marketing campaigns. And if you’re not, it’s critical to get to the bottom of it, and understand why so you can learn how to improve your…

Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Lynn, a brand manager in San Francisco, California who asks this about the difference between brand strategy and creative strategy… “The ad agency we work with seem…

There are a lot of things that brands keep doing that put their value at risk. By way of a checklist, here are ten threats and how marketers can counter them. 1. Loss Of Trust – When brands display a lack of moral fortitude, either through what they do or what they choose not to…