by admin | Sep 18, 2014 | Brand strategy
Nationwide Mutual Insurance Co. has realigned its internal structure and named new division leaders, one week after announcing it is bringing all of its product lines under the single brand, Nationwide. Last week Nationwide Mutual Insurance Co. said it will use the Nationwide brand for all of its products and subsidiaries and drop the use of the names Scottsdale, Harleysville, Allied and those of other units. Read more about the one-brand strategy for Nationwide...
by admin | Sep 18, 2014 | Brand strategy
Digital asset management can have far-reaching benefits for brand strategy by helping to connect creative processes to business processes. Theresa Regli, managing partner and principal analyst at the Real Story Group, compared a successful digital asset management (DAM) process to a well-run kitchen, using famed chef Dan Barber’s restaurant, Blue Hill at Stone Barns, as an example of operational excellency. Her session last week at DAM Chicago 2014, “In the DAM Kitchen: What’s Cooking in 2014?” explored the potential of digital asset management technology in the enterprise, at a time when process and information siloes can be more and more detrimental to companies’ marketing and branding efforts. Read more about how DAM tools can improve brand strategy...
by admin | Sep 17, 2014 | Brand strategy
Building and maintaining a strong brand require constant monitoring and nurturing. And, on occasion, a brand strategy needs to be refined or rejuvenated—or even reset to conform to an entirely new direction by the business. This article details the signs that indicate it may be time to re-brand your business. Usually, that time comes during one of the following three circumstances: When it’s clear: Your company is about to undergo a Big Change. When it’s fuzzy: The brand hasn’t been evaluated in some time. When in a growth spurt: You’re trying to just get through today and don’t have a chance to think about tomorrow. Read more about re-evaluating your B2B brand strategy...
by admin | Sep 17, 2014 | Brand identity
The most successful brands have strong and distinctive identities that can be described in one or two words, and they are rarely fazed by the competition. But if that’s not the case with your brand, you might well be facing a “brand identity crisis”. So how can you recognise and deal with this before it’s too late? It’s time to give your brand a little therapy. The warning signs. People are confused about what your brand stands for and who you are. You can’t see how your brand is different from the competition – or, worse still, you feel your only option is to copy it. When a brand isn’t sure for whom or what it stands, it’s likely its customers won’t either. Read more about dealing with a brand identity crisis...
by admin | Sep 16, 2014 | Brand identity
Franding is a new and exciting concept, and it will help you develop your brand into a consumer loyalty magnet. Simply defined, a frand is a loyal fan of your brand. While the definition is elementary, the results can be dramatic. Everyone has read stories where consumers line up for hours, even overnight, to purchase a sale-priced popular brand item. Because of the product’s brand, a loyal following of “frands” appear whenever there are new product releases or sales. The brand defines the product, and frand defines the devoted fan of the product. Read more about it...
