Your Brand Is What You Say It Is – Part II
You can influence your brand’s perception among customers, but it starts with identifying what your perception of the brand is or should be.
Archive | Brand Management
Your Brand Is What You Say It Is – Part I
Successful brand management means knowing when to let go. However, this doesn’t mean companies don’t have any control over what their brands mean.
Four Keys to Better Brand Management
A brand is essentially emotional and ambiguous, what David Ogilvy called “The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.” That said, there are ways to make the intangible more concrete, and to make sure your brand identity isn’t left to chance.
Brands Do Better With Original Content
Yes, there are successful business models built around aggregated content, but Hearst and other companies aren’t counting on those models. When you think about it, they can’t.
