Brand Strategy: Creating A Brand Advantage
October 3, 20123 min
Sometimes when I am faced with a problem, I can only see it from one viewpoint. The result is that I get stuck and can’t figure out how to solve the problem.
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Brand Insistence - Branding Strategy Insider
The ultimate goal of brand equity building is to move the consumer from brand awareness to brand insistence. Our brand insistence model incorporates five elements that drive a consumer to insist upon a particular brand to meet his or her needs – brand awareness, accessibility, value, relevant differentiation, and emotional connection.
Brand Insistence: Where There Are No Substitutes
July 10, 20121 min
There’s a coveted place beyond brand preference. It’s called brand insistence. You’re there when your brand is perceived to be the only viable solution for the customer’s need. Put another way, the customer does not pursue substitutes if the brand is not available. The brand has established a consideration set of one.
5 Drivers Of Brand Insistence
October 25, 20102 min
We believe that the ultimate goal of brand equity building is to move the consumer from brand awareness to brand insistence.
Brands And The Ladder Of Life
November 2, 20093 min
One of the typical questions marketing people ask themselves is, What’s the lifetime value of a customer?
Beyond Brand Preference
August 10, 20082 min
There’s a coveted place beyond brand preference. It’s called brand insistence.