Let’s face it, keeping a brand growing — nay, surviving — nowadays means MORE in every way possible. More marketing channels, more employees, more brand content in general. But with these multiples of factors to consider, brand managers need a single solution to make sense of it all. The solution of choice for many…
Brand management was once a relatively small-scale venture that accounted for little more than a visible logo and a window display. This, and the fact that competition was generally limited to businesses within walking distance, meant that competitive brand advantage was easier to achieve and rarely took entire teams to make it happen. In…
The great thing about brand management is that there are always going to be new ways to make it better. The scary thing about brand management is that there are always going to be new ways to make it better AND it can be overwhelming, or even impossible, to figure them out. As great…
There’s a lot to be gained from going global. Broader consumer reach and the ability to employ the best regardless of location are just two prime benefits that make this worthwhile. Unfortunately, with just 40% of companies turning in more than 3% profits after ten years of going international, even taking your trade to…
We’re guessing what you really want from this (or any) article is an immediate, definitive answer to the question that led you here. So here are three compelling reasons to invest in effective digital asset management (DAM): It can reduce the time spent searching for assets by 724 hours each year. It can save…
No matter how skilled and experienced in branding you may be, you’d be forgiven for occasionally mixing up brand management with marketing and vice versa. After all, both inform one another and one can’t be expected to function at its best if the other isn’t as well. With that said, brand management and marketing…
If you’re a brand manager (and a bit arguable), you may have just read the title and thought, “Aren’t ALL elements of brand management critical?” Well, yes and no. While every factor of brand management definitely has its need and purpose, there are a few key ones that deserve to be highlighted because they…
What makes popular corporations such as Amazon, Netflix, and Nike stand out from the rest of the competition? The answer is simple – they have invested plenty of time and resources into their brand perception to ensure a consumer base that is both strong and long-lasting. Branding itself is a set of experiences, memories,…
Gartner’s The State of Marketing Budgets 2021 showed that marketing budgets made up only 6.4% of company revenue last year.¹ That number might not mean a great deal in isolation so we’ll just go ahead and tell you that it’s the lowest in the history of the survey and it fell sharply from 11% in…
Your brand is everything. That said, there are so many ways for your brand to fail and so little room for error. Maybe your brand management process is too convoluted, ambiguous, or just plain inconsistent. We like to call these brand management challenges — and unfortunately, there only seems to be more popping up all…
