Trust on social media is very low, you’ll need to be honest if you want to win it back In the fast-moving world of social media, brands are constantly competing for attention. Organic page reach has been nerfed by Facebook, whilst Twitter is full of people shouting ever more regularly in an attempt to be…

  Consumers look to purchase products and brands that are relevant to their needs. Self evident. But the ways in which they make choices are much more complex than quality or availability because they are so much more human. As Martin Bishop has pointed out, numerous studies have shown that ‘different’ exists in the mind…

Given that rewards drive decisions, when we create the content that powers brands, one of the biggest challenges we have is to figure out what our audiences value — consider rewarding. Clarifying rewards is challenging because what people value differs. An ad from HSBC bank demonstrates this well. The ad shows pictures of three people’s…

How can you accelerate your brand’s growth by identifying the elements in your brand identity that are distinctive and relevant brand assets? Let’s explore. How Many People Have Their Hands On Your Brand? It’s not easy being a brand builder. There’s a lot going on. Does any of the following sound familiar? You lead or are…

What could possibly be leading marketers astray today? Here are eight beliefs that are hurting brands. 1. Millennials Are Real Marketers are obsessed with millennials. Ask almost any brand what demographic they are targeting and they will say it is those aged between 18 and 33. In my analysis of articles appearing in the trade…

The hardest thing you can do as a brand owner I believe is to insist on building a powerfully simple brand. It’s hard because single-mindedness is difficult in a world where the consideration set is huge and where others will quickly seek to engage you in a relentlessly upgraded features war. Great brands telegraph simplicity…

And after that gentle title, Simon Silvester launches into: “Tom is a brand manager. His approach is thoroughly professional. He’s searching the world for best practice, and is bringing it to his brand. He’s also benchmarking his brand against competitors, making it look as good as they do. And he’s optimizing his communication plans, ensuring…

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…