BRAND STRATEGY

More in BRAND STRATEGY

• MikasaPly tackles the prevalent issue consumers face

  The films aim to highlight the brand's ultimate solution for selecting the right plywood.

  

• Prospective brand loyalists; a paradox?

  This is the age of martech, AI, Machine learning, analytics, social media and several other digital initiative. It may be appropriate to explore the possibility of stretching the conceptual boundaries based on what technologies can do to consumers. Understanding such contextual situations can lead to effectively contribute to how marketers can manage technologies.

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• Revitalizing identities: The strategic power of brand revamp with modern audiences

  A brand revamp or rebranding requires a company to revise its marketing strategy via a new name, logo or design. This is meant to develop a new and differentiated identity in the perception of customers and other stakeholders. However, rebranding is not merely about changing logos or tweaking taglines.

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• Brand involvement; the controversial kind

  From adding sugar to tea to buying, a home, we are involved in our actions. It is just the degree of involvement that varies and the challenge for marketers is to raise the involvement of the offerings through several initiatives that include social media as well. In fact, low involvement and high involvement reside in the mind of the consumer and individual and not in brands. Hence brands should necessarily focus on the wants, aspirations, and goals of consumers to raise their involvement.

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• The importance of authentic storytelling in brand building

  In today's marketing marketplace, real storytelling is more than a tactic; it's a requirement. It is essential for forging genuine connections with customers, as well as developing trust and loyalty. Authentic storytelling isn't about telling the world how fantastic your brand is; it's about showing the world why your brand matters.

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• The biases that drive consumer decisions

  Brands that seek to grow and motivate pull purchases must operate within this intricate web of logic and feeling. The author says that rather than obsessively focusing on functional product attributes, they should focus on crafting an identity and experience that taps into a consumer’s evolutionary wiring.

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• Uplers partners with Chlorophyll to articulate its brand strategy

  This collaboration aims to strengthen Uplers' brand narrative, further aligning it with the aspirations and preferences of its target audience, the company stated in a press release.

  

• Beyond brand visibility: A take on services

  The objective of this article is to provide a perspective on how different kinds of services can conceptually approach their respective brands by considering a service that is relatively low on tangibility associated with brands in the sector. The moment of truth experienced by the consumer is the trust that matters to the brand.

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• Lending a digital ear: how podcasts help brands engage audiences

  Increased recall, conversions and affinity - these are a few ways that brands are leveraging podcasts to build intangible brand value.

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• DigiPlus Fest ‘23: D2C’s performance marketing powerplay

  In an era where consumers require personalised experiences, D2C brands with the uphold of performance marketing to deliver experiences that stick with their target audiences, constructing concrete results. At ETBrandEquity’s DigiPlus Fest 2023, industry experts share their take on increasing focus on brand building and monetisating performance marketing.

  

• GNC and Pawan Sehrawat announces their partnership

  The collaboration seeks to transform the way underdog athletes and their sports receive support, providing them with access to advanced nutrition, supplements, and wellness resources to enhance their athletic performance. They seek to foster a culture of inclusivity, resoluteness, and excellence in sports, the company stated in a press release.