Branding Strategies

De-positioning: The Most Effective Way to Position a Brand in Market

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

 

My twenty-plus years career running branding agencies have taught me what works and what doesn’t work in terms of positioning a business for growth. Many trends, perspectives, and buzzwords come and go. New ones continually pop up.

 

You’ve heard of approaches like disruption, differentiation, relevance, unique selling propositions, and personalization. But today, what you hear the most is brand purpose. Not just the what, how, or who the brand is, but the “why” you should care and how it makes the world a better place. This “why” is supposed to align with something bigger, which is more important than the straightforward selling of products.

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Decoding the Brand Strategies of Today’s Most Successful Brands

Industry insights that reveal some of the most relevant theories, concepts and information in the world of branding, marketing and beyond.

Brand Strategy
Luxury Branding Now: It’s Innovation Season for Luxury 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. The Heart of Luxury Hotel Branding In late 2021, the century-old luxury [&hell...

Brand Marketing Brand Strategy
De-positioning Mastery: Transforming Pain Points into Competitive Advantage

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. When brand leaders master this strategy, calibrating their brands’ position between customers and competitors becomes a habit that shapes more […]

Brand Strategy
60-Second Brand Strategist: Brand Personality

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.

Brand Strategy
60-Second Brand Strategist: Deep Storytelling

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.

Brand Marketing Brand Strategy
Tech Branding’s Best Secrets: How Top Agencies Are Transforming the Game-Changers

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 Strategy
60-Second Brand Strategist: Brand Positioning

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.

Brand Strategy
Luxury Branding Now: Brands and Agencies Pivot to ‘True-Luxury’

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.

Brand Strategy
B2B Brand Positioning Gets Emotional: To Unleash Untapped B2B Brand Value, Add Some Empathy

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.

Brand Strategy
60-Second Brand Strategist: De-Positioning

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.

Brand Strategy
Healthcare Branding Strategies: Creating New Competitive Advantages in a Sector That Dreads Disruption

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.

Brand Strategy
60-Second Brand Strategist: Brand Simplicity

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.

Brand Marketing
60-Second Brand Strategist: Brand Marketing

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.

Brand Strategy
De-positioning: The Most Effective Way to Position a Brand in Market

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

Brand Strategy
B2B Brands Communicate the Wrong Messages, Says McKinsey

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

Brand Strategy
B2B Brands Do a Poor Job of Differentiating, Says Google

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.

Brand Strategy
Is Your Brand Going through an Identity Crisis?

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.

Brand Strategy
Why Brands Need to Keep It Simple (Seriously)

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.

Brand Strategy
Should You Disrupt? That’s the Question for Business Leaders

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.

Brand Strategy
When Recruitment Is the Problem, Internal Branding Is the Solution

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.

Brand Strategy
On Weight Watchers’ New Name: Why Simplicity Isn’t So Simple

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.”

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