In an era of slow growth, tight margins, and fckle consumers, the key to success is to differentiate. One critical element in successfully differentiating is communicating that difference to consumers. Hence, branding will require special attention from retailers who want to stand out from the crowd.
January 14th, 2009 · No Comments
November 8th, 2006 · 1 Comment
Despite the fact that the hot ways to enhance your brand involve new media, business branding basics are still in style. Branding success will depend on adapting to the rapidly evolving media environment and taking advantage of new opportunities to reach your target audience.
But, there are some branding constants that will remain critical for establishing and maintaining brand awareness with your target audience. Regardless of the medium chosen for distribution, you must:
September 20th, 2006 · No Comments
Lacoste has coming roaring back from obscurity to become one of the hottest sports/apparel brands around. The company’s US sales grew in the US of 1000% in 5 years. Not bad for a brand that was once languishing under General Mills’s ownership.
September 23rd, 2005 · No Comments
In all aspects of business, and branding makes no exception, are influenced nowadays by the trend of customization and personalization. Both are now hard to avoid and they are shaking hands with the new technologies.
The basic concept of branding will definetly remain unchanged — to create an emotional attachment between the consumer and a product — but the near future (or should I say present?) will demand from branding to adapt to consumers high demand for specialized – peronalized – customized products.