Whether you're building a new brand or considering rebranding, it's a smart idea to have a clear understanding of the intended outcomes and benefits to ensure success. Here we list out 5 outcomes that can prove brand success.
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Can a business prove that investing in a solid brand strategy really works and will drive future growth? Yes. Get the facts and some tips.
Creating a well-defined SOW (Scope of Work) is paramount to success when entering in to a branding or rebranding project. Without clearly identified goals, deliverables, teams, your brand strategy is bound to fail not to mention the money and time wasted....
Has branding become a tainted term? Do executives understand what branding really is? Maybe it's time to change the terminology used to prove how the brand process can open doors to new business opportunities.
Whether you're selling a product or a solution, branding is branding -- right? Not always and especially not so in the B2B arena. When a company expands its offerings, it also needs to review its brand strategy, messaging and value...
Business strategy should always drive brand strategy, brand vision and brand promise, but often times, the brand strategy plays a much more significant role. RiechesBaird president Ray Baird explains...
B2B businesses configure their brand around customer preferences and groups, not around the products or services they offer. B2C companies on the other hand are based more on a volume-operation model. By truly understanding how businesses operate, you...
Having developed and introduced two new brand strategies for global brands entering North America, we wanted to share tips on what it takes to build a successful brand in a new market (North America) and...
You can learn a lot from a hedgehog when it comes to creating an effective brand strategy. Ray Baird reviews Jim Collins' book Good to Great, the Hedgehog Concept and brilliant questions to drive your brand future. ...
Many B2B brands and corporations struggle with creating and maintaining differentiation in a competitive marketplace. Sometimes taking a thought-leadership approach when it comes to your brand strategy can really pay off.
If you're in branding, you'll recognize the names Ries and Aaker: they’re bona fide authorities in the field. But, the two have completely opposing viewpoints on brand extension strategy. Or do they?
All too often companies enter into a rebranding initiative rebranding initiative only to come out with battle wounds, unfinished work and personal defeat. While these experiences can be extremely painful, they can often provide learning that can be helpful. Since branding is part science and...
