May 2023 - Branding Strategy Insider

Managing Brand Backlash

May 31, 20236 min

As marketers, we want our brands to be loved and admired … and purchased. Everything we do is aimed at selling more goods to more people more often. But sometimes, even the great brands miscalculate, underestimate, or become too ambitious. What seemed like the next big idea becomes the next big dud. Then your loyal customer turns on you and takes their business somewhere else. That coveted relationship, that impressive sales volume, that enviable market...

by Byron Sharp

Brand Growth

How Mental And Physical Availability Drives Brand Growth

May 30, 20232 min

Why is Mental and Physical Availability so important to business and brands? Over the past twenty years there has been growing appreciation for the intangible assets that underpin the financial value of corporations. These assets can be sold, and they are generally worth far more than a corporation’s tangible assets. Mental and physical availability, and the brand’s distinctive iconography are assets that can be sold. They are brand equity.

by Paul Bailey

Brand Strategy

How Creators Are Challenging Traditional Brand Strategy

May 29, 20234 min

I recently put a post up on LinkedIn asking whether the creators are taking over from the ‘traditional’ brands.

by David Stewart

Brand Management

Lessons From Bud Light’s Brand Management Mistakes

May 25, 20233 min

Much has been written about the recent Bud Light influencer campaign, and more will be written over time. My colleagues at MASB make a compelling argument that the “boycott” in response to the campaign is unlike other boycotts and is likely to persist well into the future. They argue that brand preferences have changed in response to the campaign. Regardless of the specific product and advertising messages involved, there are several general lessons about the...

by Jonathan Tofel

Brand Innovation

An Entrepreneurial Process For De-risking Disruptive Ideas

May 17, 20235 min

What if you have an idea that is so disruptive, it challenges the organization just to think about it? What if there is an idea with passionate champions and proven consumer work that still feels risky to the organization? Is there a path to externalize even the ideas that seem impossible? The answer is yes, and that path is a process we call Roar.

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