brandXpress blog

There is an ever-growing trend towards “nostalgia,” hence the throwbacks from Pepsi, Mountain Dew, Doritos, Nike, candy companies, and prominently through the NFL this past season. As technology is moving us forward at warp-speed, the economy is in disarray, and the world seems to be filled with disaster, consumers want to feel safe and familiar again.

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While the summed importance of branding (of the carrier and the phone) in purchasing decision seems to remain constant at a total of 59% it is worth noticing that 19 percent of customers cite the type or brand of cell phone as a key factor during the initial process of selecting a wireless service, up from 11 percent in 2004. While the brand of wireless provider is still the most popular reason influencing the initial selection process, it has decreased significantly in importance, down 8 percentage points from 2004 to 40 percent in 2006.

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The strategy is set. You clearly know who you are, you’ve decided on your brand difference, you’ve found folks who want what you have, and you’ve mapped out the great experience you will deliver. Now you must employ the big brand bang and let your message resonate through every point of market contact.

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Innovation has become important first, to the perpetuation of businesses (a process of renewal): without regular innovation, brands lose their salt and are eventually overtaken by market events. Secondly, innovation is a major driver of growth and profitability, though it may work against the brand if it does not align with the core tenets of [...]

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strategy+business, published by the leading global management and technology firm Booz Allen Hamilton, has selected ProfitBrand: How to Increase the Profitability, Accountability and Sustainability of Brands by Nick Wreden as the best marketing book o

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While many companies outside of China contemplate the riches to be made, they must be aware of the increasing competition originating from that country into global markets.

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Landor Associates, the world’s leading branding and design consultancy, in partnership with BrandEconomics, a division of global consulting firm Stern Stewart & Co., today announced the results of its 2005 Breakaway Brands Study. The study’s findings appear exclusively in FORTUNE magazine’s October 31st issue, available now at www.fortune.com and on newsstands October 21st. The study [...]

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A brand is state of mind, a mental image that consumers have based on experiences with a company and its products. Successful branding is a process to determine how you can create your own state of mind with customers, and how that can drive growth — the ultimate reason for a brand.

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