Brands Face New Levels Of Consumer Anger
January 8, 20255 min
An angry undercurrent of frustration with brands haunts the marketplace.
NEW THINKING
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Brand Management - Page 2 of 163 - Branding Strategy Insider
While “brand management” and “marketing” are often treated as synonyms, there is an important distinction between the two terms. Brand management has, for many, been historically focused on identity management but is now much more concerned with the active management of the market value and competitive strength of a brand as an (intangible) company asset. Marketing focuses on the activities associated with the promotion and distribution of products and services.
How Arrogance and Short-Termism Destroy Brands
December 16, 202410 min
The CEO of Stellantis, Carlos Tavares, is gone. Booted out of the company he helped create. Stellantis is the automotive entity that includes PSA Groupe (French auto brands Peugeot and Citroën) and Fiat Chrysler. Fiat Chrysler is the entity created after Chrysler filed for Chapter 11 in 2009. Fiat, under the leadership of Sergio Marchionne, took over the troubled Chrysler brand in 2014.
What Today’s McDonald’s Can Learn From Ray Kroc
December 9, 202412 min
The McDonald’s National Owners Association held their annual conference this past November 2024. One of the keynote speakers was to be Larry Light.
Three Lessons From The Collapse Of Atari
November 25, 20242 min
Nolan Bushnell knew he had a hit when he heard about the trouble at Andy Capp’s Tavern. Atari’s founder had created only one prototype of its first video game, Pong, and it had stopped working after just two weeks – the can for collecting coins kept getting overstuffed.
Brand Leadership: Aim For Different, Not Better
November 20, 20246 min
It’s time to reorient your thinking on the most effective deployment of your investments in marketing communication. You can start by breaking free from entrenched myths about brand outreach, consumer behavior, and sound strategy.