Displaying items by tag: brand management
When you're an established brand that needs a branding update, what do you do? Well, Mattress Firm is calling on Apple co-founder Steve Wozniak to help bring mattress sales into the 21st century.
The Ad Council, released a PSA featuring John Cena on Independence Day this year declaring, “John Cena takes a break between dropping body slams to drop some truth.” It’s our ad of the month because it delivers the right message at the right time to the right audience.
We discussed content marketing and marketing automation two years ago. With 42%-46% of marketing budgets expected to go into content development this year, we thought it made sense to revisit how digital best practices will impact your business in 2016.
Do you remember when FiG discussed brand strategies in 2011? Branding themes continued to develop throughout the year because of their vast marketing implications, and we weren't the only ones talking. Netflix was a hot topic of conversation as they provided a great example of how quickly you can lose brand equity. Raising prices is one thing, but rebranding your DVD business as “Qwikster” only to backtrack on this decision moments later is only going to confuse your customers and hurt your brand.
We've discussed the reason for and directions of brand management recently, and this time we'd like to revisit the topic. We were distracted by something shiny last time, Super Bowl Ads, but we're ready to get back on topic. Today FiG is offering some specific means to help companies vitalize brands.
Hello everyone, hope you are staying warm! Denver's having a freezing day of -10 degree F. For those lucky ones who have snow days off, FiG says "Stay warm indoors!" For the others who have to go out today, FiG hopes you dress warm and drive safely!
No matter what product you sell or what service you offer there are millions of examples of once prominent and admired brands that have fallen or even disappeared, especially in hard times like right now. Nevertheless, there are also a number of brands that have managed to come back successfully in recent years. Old Spice, for example, one of my favorite brand stories about how a grandpa deodorant becomes one of the sexiest brands overnight!
I believe we all agree that the marketing environment has been evolving and changing. This situation will continue, and usually in very significant ways. Changes in consumer behavior, innovative technology, government regulations, competitive environment and the firm's own strategies can greatly affect a brand's image, meaning, and other aspects of a brand's equity. The challenge of effective brand management lies in the proactive strategies to at least maintain, if not enhance your brand's value. FiG will spend the next 2 weeks discussing some brand strategies to reinforce brand meaning and adjustments to marketing programs to identify new sources of brand equity.