DECODING THE BRAND STRATEGIES OF TODAY’S MOST SUCCESSFUL BRANDS

With consumer spending cooling down, luxury brands depend disproportionately on high-net-worth customers who are impervious to inflationary slings and arrows. Competing for the world’s most discriminating customers compels luxury brands and creative agencies to find the right brand strategy and execute it flawlessly.

De-positioning highlights the customer pain points you solve better than your competitors do while simultaneously underscoring the discrepancy. What you solve for customers is your ‘hero pain point’ – the foundation of your competitive strategy.

Just be yourself, remember hearing that growing up? But, what is a self? How do I find myself? How do I understand my talent and my potential? How do I find a reason for being? What is life? These are the same questions you should be asking when developing a brand personality.

Newsflash: information is everywhere. Attention spans are shorter than ever. Very few people are going to take the time to read your whole website. Shocking, right? In a world of endless options and companies trying to win your loyalty, it’s increasingly hard for a brand to make a connection.

Tech giants and startups are in a constant battle for the spotlight, each trying to cast a spell on a digitally-savvy audience. Surprisingly, many still lean on branding agencies anchored in yesterday's tactics.

Brand positioning is all about owning a single idea in the mind of the market. The most competitive brand positionings do two things at the same time. One: they solve for the most relevant needs of your target customer. Two: they highlight a positive about your company and that positive shines a negative light on your competitors.

While aspirational spending wanes, ’true luxury’ reigns. Downward brand extensions are falling out of fashion as luxury brands narrow focus to compete for inflation-proof consumers.

Nearly a decade ago, Google’s pivotal study confirmed what our B2B brand consulting team members had already figured out firsthand: B2B buying decisions are highly emotional, especially compared to B2C decision-making.

Want to know the most overall effective brand strategy? It’s called de-positioning and it strategically highlights a positive feature of your brand to weaken your competitor’s position against you. Here’s what you need to know.

US demand for healthcare is stronger than ever, driven by an aging population, increases in health insurance coverage, and soaring rates of chronic disease. At the same time, unnerving provider shortages and rampant medical debt undermine consumer confidence.

There’s one thing all customers across all segments including B2B and B2C want, and that’s simplicity. Our digital life is overwhelming and our brains don’t have the ability to handle the chaos. So our quest for simplicity keeps us focused on what matters.

Performance marketing and brand marketing solve two separate problems. Performance marketing is transactional. It solves problems for you by making measurement the impact. Brand marketing is emotional. It solves for your customers by making a meaningful impact.

Ask not how your branding agency can help you change the world. Ask how your branding agency can help grow your business.

Recent research suggests a surprising gap between what B2B brands communicate to customers and what customers really want to hear.

A study commissioned by Google and The Corporate Executive Board Company (CEB) places the blame for poor sales performance squarely upon the shoulders of brand managers.

What happens if your brand makes a bold change and it backfires? Whatever the reason, you’re seeing a wave of negative feedback on social media – which feels pretty devastating when you’ve just invested time and resources on your project.

But they still do it, shoving the proverbial five pounds in the four pound bag. And so I must say, we’re in the midst of a true branding crisis—a crisis of wordiness, of TMI and unabashed oversharing. We’re in a Crisis of Content.

Has the word "disruption" been thrown around so much that it's lost all its power? The idea of brand disruption has been thrust so far into the limelight, businesses are clamoring to disrupt without really knowing if it's the right business move to make.

An interesting trend we’ve noticed with clients and prospects in the past year is that cultivating new business isn’t the first thing of importance on their list. It’s recruiting.

Is Weight Watchers’ name change the right brand strategy? On the heels of Weight Watchers’ recent rebrand, Adweek published a scathing critique, calling the rebrand “directionless and forced.”