brandXpress blog




Five Management Traits For Global Brands

November 8th, 2006 · 1 Comment

Brand guidelines are tremendous tools for ensuring consistency. However, they have been known to impede innovation and diminish relevance. Brands are dynamic, never static, so the management of them must integrate new thought. In the case of global brands, to assume that one message can appeal uniformly to all audiences with equal relevance is unrealistic. Well-managed global brands cull local markets for intelligence related to the ‘next big thing’ to ensure local relevance and to counter competitor’s moves.

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Tags: Brand Management

Five-level Brand Leadership Model

January 20th, 2006 · 1 Comment

The BBDO’s five-level brand leadership model provides a systematic approach to developing brands. This model comprises five development stages that function as building blocks for brands to reach or be elevated to.

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Tags: Brand Management

Five Priorities for Brand Differentiation

August 30th, 2005 · No Comments

Marketing leaders across various industries point to brand differentiation as their top challenge in 2005. Industry consolidation and buyer caution put a premium on brand leadership. Yet marketing budgets are barely growing and traditional brand building has fallen prey to the demands for quantifiable sales results.

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Tags: Branding