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How Brands Benefit In A New Age Of Credibility

Posted on August 15, 2022 By aathif No Comments on How Brands Benefit In A New Age Of Credibility

What goes around, comes around. From the beginning of advertising, expert testimony was the way to sell a brand. From the remarkable RJ Reynolds cigarette ads that touted that Doctors recommend Camels, to the ADA seal of approval on Crest toothpaste (Look Ma, no cavities!), to Ronald Reagan and GE, to TV star Mariette Hartley…

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Branding

The Four Keys To Building A Thriving Brand Culture

Posted on August 11, 2022 By aathif No Comments on The Four Keys To Building A Thriving Brand Culture
The Four Keys To Building A Thriving Brand Culture

It has been written that culture eats strategy for breakfast and that culture is a great differentiator among companies. If you query Google on “What is a good company culture?” you will get billions of results (6, 250,000,000!) and if you clicked on the links of the results on the first page you would have…

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The Brand And Product Origin Strategy

Posted on August 10, 2022 By aathif No Comments on The Brand And Product Origin Strategy
The Brand And Product Origin Strategy

Where brands and products come from, and the associations (real or created) people have of this origin can significantly influence and alter the way brands and their products are perceived. In its 2016 global brand-origin survey, research firm Nielsen found that nearly 75% of consumers consider a brand’s country of origin to be equally or…

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Branding

The Brand Strategy Of Localization

Posted on August 9, 2022 By aathif No Comments on The Brand Strategy Of Localization
The Brand Strategy Of Localization

In a recent Wall Street Journal interview with Brian Cheskey, CEO and a founder of Airbnb, reporter Preetika Rana discussed the way in which Airbnb survived during the pandemic and is now flourishing. Although there were several financial measures that Airbnb employed to sustain itself during the crisis of Covid lockdowns and quarantines, one of…

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Branding

The CMO’s Guide to Understanding the Future of Brands, Consumers, and Community in a Web3 World

Posted on August 8, 2022 By aathif No Comments on The CMO’s Guide to Understanding the Future of Brands, Consumers, and Community in a Web3 World
The CMO’s Guide to Understanding the Future of Brands, Consumers, and Community in a Web3 World

Buckle up, marketers. You are in a front row seat on a ride to the next revolutionary iteration of the internet: Web3.  Conceptually, Web3 is a decentralized, permissionless, trustless internet experience—not requiring the support of a trusted intermediary—that employs peer-to-peer interaction and meritocracy to put power and ownership in the hands of individuals rather than…

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Branding

4 Keys To Planning For Brand Growth

Posted on August 8, 2022 By aathif No Comments on 4 Keys To Planning For Brand Growth
4 Keys To Planning For Brand Growth

CEO’s letters to shareholders that accompany annual reports of the firm almost always address to two things: cash flow and plans for growth. Cash flow is a measure of the firm’s current profitability and plans for growth address future cash flow. Strong cash flow and credible plans for growth are key indicators of the health…

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Branding

Generation Alpha

Posted on August 7, 2022 By aathif No Comments on Generation Alpha
Generation Alpha

Nike CEO John Donahoe recently gushed about Generation Alpha, the under 12 demographic that comes after Gen Z: “The way most companies look at consumers is ‘well, who’s got disposable income?’  We don’t look at it that way. We look at, who is setting the agenda? Who is the future?” Many marketers are starting to…

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Branding

Why startups fail — getting to the bottom of it

Posted on August 5, 2022 By aathif No Comments on Why startups fail — getting to the bottom of it
Why startups fail — getting to the bottom of it

A lot of companies fail. We know that for a fact. What we don’t know is why even well-funded startups fail. Even though 8 out of 10 new brands never make it, no one can really say for certain what went wrong. There are plenty of contributing factors and routinely cited reasons… If you Google…

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Branding

Seth Godin and Brian Solis Discuss How to Make Your Brand More Trustworthy

Posted on August 4, 2022 By aathif No Comments on Seth Godin and Brian Solis Discuss How to Make Your Brand More Trustworthy
Seth Godin and Brian Solis Discuss How to Make Your Brand More Trustworthy

Savvas Stavrinos, pexels.com by Ari Bendersky for Salesforce 360 A key to building more trust with customers? Be more human. Marketing guru Seth Godin and Salesforce vice president and global innovation evangelist Brian Solis offer their take on how to build customer trust. For many companies, being seen as trustworthy by customers is an ultimate…

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Branding

The Essence of Marketing in One Paragraph

Posted on August 4, 2022 By aathif No Comments on The Essence of Marketing in One Paragraph
The Essence of Marketing in One Paragraph

Recently, a Venture Capital intern asked me to explain marketing to him at the end of our two-hour interview. While I have spent more than 40 years working on hundreds of successful marketing campaigns for almost as many brands, and while I could spend days talking about the nuances of marketing research, brand strategy, brand…

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Recent Posts

  • How Brands Benefit In A New Age Of Credibility
  • The Four Keys To Building A Thriving Brand Culture
  • The Brand And Product Origin Strategy
  • The Brand Strategy Of Localization
  • The CMO’s Guide to Understanding the Future of Brands, Consumers, and Community in a Web3 World

International Branding Blog - The best branding blog | Articles on brand strategy, terminology, design, exceptional brands, and interviews.

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