Category: News

Measure the ROI of Digital Advertising Beyond Revenue Impact

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…




Confusing Brand Strategy With Creative Strategy

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…




10 Brand Threats And How To Counter Them

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…




The Role Of Brand Strategy In Volatile Times

Ever since the global financial crisis, global markets seem to have become more volatile. Oil prices rise and crash; China’s growth soars and slides. When market dynamics are this dramatic, how should you look to effectively develop a brand? Do you go with the ebb and flow, or act as a beacon of constancy? In…




A Brand’s True Value Lies Below The Surface

It’s difficult to escape the pervasive influence that brands have on our lives. In the broadest sense, brands constitute the organizing mechanism to help us navigate through each day. What we drink, eat, or drive, what products we use at home and at work, where we play or vacation, where we live, what we watch,…




The Role Of Brand Must Be Better Articulated

I had a long talk to speaker and “Great Brands” author Denise Lee Yohn recently. There were many interesting points in our conversation, but one observation in particular stood out: marketers are failing to successfully articulate the role of brand to others in the organization. This is Denise’s thought: “Brand is the least likely suspect…




Branding From The Inside Out

As important as making a unique and compelling brand promise is keeping that promise. It’s that simple. That’s where inside out branding comes in. The process of activating the brand promise with the help of an organizations’ greatest asset – its people. Bringing the brand promise to life at every point of customer contact begins…




Brand Positioning For Recessionary Times

There are whispers in the wind that the next recession is on the way. Recessions usually require brand planners to learn on the fly to keep their value proposition alive. All the assumptions of business as usual need reassessing. Recessions create a window of opportunity for questioning what drives consumption behavior, creating new learning. This…




Branded House Versus House Of Brands

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 Teresa, a VP of Marketing in Seattle, Washington who brings us this brand architecture question… “Hi BSI, I need to help educate others (and myself) on the…




29 Common Problems In Brand Equity Measurement

Brand equity measurement leads to highly valuable insights into what the brand and competing brands own in the minds of its target customers. For those marketers in the process of measuring brand equity, I have cataloged the 29 most common mistakes to avoid: Not specifying up front the purpose of the brand equity study, how…