Category Archives: brand

Too Much Choice

Bud Light, like many mainstream beers, has suffered a downturn in sales as craft beers have continued to make inroads. The number of craft beers is growing rapidly and while most hold minimal market share, each takes some sales from … Continue reading

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Ingredient Branding

I am a fan of ingredient brands and ingredient branding done well. Dolby is my favorite example of a great ingredient brand. Intel Inside being my best example of expensive ingredient branding without an effective ingredient brand. I recently ate … Continue reading

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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

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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

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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

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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

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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

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