Category Archives: brand

Why Brand Awareness Is A Misleading Metric

This example is political, but it’s not about politics. Many mainstream political experts  dismissed Donald Trump early on because he had a 99% awareness rating and a very high unfavorable rating in the polls. For example, back in May of … Continue reading

Posted in brand | Tagged , , , , , , , , | Leave a comment

Finally A Brand Metric That Might Actually Matter

Brand value metrics abound. Several consulting and branding firms purport to measure brand value. I have written my opinion on those before. Many marketers attempt to persuade their boss that increased brand awareness equals increased revenue. Not true. Meanwhile many, … Continue reading

Posted in brand | Tagged , , , , , | Leave a comment

When All Else Fails, This Can Increase Your Company’s Perceived Value

David Aaker found a positive correlation between advertising and stock price over 20 years ago. In 1997 Corebrand also released a report positively correlating advertising and stock price. Increased awareness appears to increase perceived value of a company, which is … Continue reading

Posted in brand, strategy | Tagged , , | Leave a comment

Brand Position And Price Position Must Align

Regular readers know I often comment in this blog on articles I read. Sometimes I find an article that is just really good, and I can’t add to it. Here is one by Al Ries on pricing strategy and brand … Continue reading

Posted in brand, Pricing | Leave a comment

B2C CRM And On Whom To Focus

A recent and insightful article notes that adding names to a B2C database to send out indiscriminate email blasts is confusing activity with results. I agree. The article notes that B2C marketers should be focusing on the 4.7% of their … Continue reading

Posted in brand | Tagged , , , , | Leave a comment

Do They Have The Stomach For This? JC Penney Didn’t

Apparently Jos A. Bank, the men’s clothier, is trying to re-position itself and is having the same predictable results JC Penney had when trying to do the same thing. Jos A Bank is famous for its buy 1 get a … Continue reading

Posted in brand, retail | Tagged , , , , , , | Leave a comment

The Brand Experience Myth

Many brands continue to lose relevance, value and profitability. Much is written about how “marketing” needs to fix this. Talk abounds about consumer experience, purpose driven brands, etc. It’s all misdirected. I will accept that consumer experience and connection with … Continue reading

Posted in brand | Tagged , , , , , , , , | 2 Comments