Category: Brand Management

Corporate Social Responsibility Brand Strategy

Why Use Corporate Social Responsibility in Your Brand Strategy?

Corporate Social Responsibility Concern for the environment has heightened in recent years and more importantly corporate social responsibility has become a given for business leaders and marketers in the current business landscape. Organizations and marketers are forced to find unique opportunities to develop competitive advantages based on environmental activities embedded into a larger corporate social

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Marketing Segmentation and Mercedes-Benz

How to Use Marketing Segmentation: A Mercedes-Benz Success Story

Marketing Segmentation – The Key to Profitability without Losing Prestige Mercedes-Benz and other German brands provide an excellent roadmap to success for luxury brands using marketing segmentation. Audi, BMW, and Mercedes-Benz provide a profitable method of gaining a younger audience without losing brand prestige. The methodology can be applied to any luxury brand seeking to retain

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Brand Strategy Integrated Marketing Communications

How IBM Wins with Brand Strategy and Integrated Marketing Communications

As most of you know who read this blog, I am an Integrated Marketing Communications (IMC) advocate. I find that IMC is a key differentiator for organizations and those that do it well, have a higher probability of success versus those that are not. IMC in the modern business environment provides a competitive advantage from a marketing

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How to Build a Brand That Delivers Results

The focus of this post is on how to build a brand, a critical element in the success of your business. Regardless if you are a startup organization, or you are trying to re-energize an existing brand; a strong brand is essential. Think about why someone selects Coca-Cola over another brand, and you have your

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Authentic Marketing

Authentic Marketing: Can Consumers See Through Your Marketing?

  Authentic marketing is one of the essential components found in many of the most successful organizations. I’d like to start by defining authentic marketing. The following quote from Philip Kotler, one of the greatest legends in marketing, defines authentic marketing.   “Authentic marketing is not the art of selling what you make but knowing what to

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IMC Benefits

The Secret Benefits of IMC to Drive Meaningful Results

If you are a marketing executive, and not currently using an Integrated Marketing Communications (IMC) approach or struggling to find time to implement this post is for you. You might even be asking yourself questions like: Why do I need to integrate my marketing? Doesn’t that take a lot of time and resources? The post

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Create an Authentic Brand Dogfish Head

How to Create an Authentic Brand: A Behind the Scenes Look at Dogfish Head

Building an Authentic Brand Building a brand takes a significant amount of time and effort. Regardless if you are a startup or an existing firm, your brand is critical to achieving your business and marketing goals. If you struggle with the following questions, this post is for you regardless of the industry you’re in: Are

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