Brand Profitability & Brand Management - articles & case studies

There are thousands of products and services out there, but not many brands. This collection of articles and case studies cover the importance of effective brand management, by focusing on brand profitability and development.

Is Your Brand Going To Graduate Or Be Stuck In Adolescence?
Expert Talk > Sales & Marketing
The best brands succeed because they excel at each stage in their lifecycle. They don’t skip steps. Great brands are founded on more than a compelling promise and innovative marketing communications. The stewards of these brands recognize that compelling promises and marketing only bring you to your customers’ doorstep. In order to enter their homes and become integral parts of their lives you must also excel at delivering positive buying and using experiences.

Brand Momentum: Speed Can Kill
Expert Talk > Sales & Marketing
Marketers and brand managers are responsible for building brands. Their success is often measured by an ability to develop forward motion or ‘momentum’ for the brand. Momentum can help deliver high brand awareness scores among target customers. It can also bring about positive publicity which supports paid marketing efforts. Yet, few brand managers are trained to understand the behavior or physics of momentum. There is a wide—spread belief that forward momentum is always a positive and desirable state. There is also a belief that once the brand is in motion, it will stay in motion. Neither point is true. Momentum is a force. And as a force, it will yield competitive advantage if it is managed. If it is not managed, it will inevitably lead to brand dilution.

Great Brand Design Is Much More About Business Than Art
Expert Talk > Sales & Marketing
Great brand design has to make sense. Don't waste your time with multiple options of sameness or averageness, jargon, nor art. Keep it simple, zero in on the important stuff — the stuff that will make the difference. There is power in the simple ideas, not me—too ideas. This is a brand design process which delivers measurable bottom line results with innovative rather than me—too design solutions — the 7 steps to grow a brand and get it right.

Brand Development - The Lifeblood Of Business
Expert Talk > Sales & Marketing
There are thousands of products and services out there, but not many brands. This article explores the potential, the pitfalls and risk reduction in creating new brands or evolving existing brands.

BrandAid ©
Expert Talk > Sales & Marketing
An easy process to self analyse your marketing and promotional materials. In this article I will describe 10 simple ways to analyse your own marketing material and how you can implement changes that will forge a successful branding strategy.

Build Better Business With Better Branding
Expert Talk > Sales & Marketing
Branding is the overall intellectual and emotional impression people have when they think of your company.

Branding Your Business Know-How
Expert Talk > Sales & Marketing
The ability to build successful brands and the resultant repeat business are tightly linked to business and manager know-how.

Brand Faithful
Case Studies > Sales & Marketing
One of Australia’s oldest brand custodians reveals some of the secrets behind creating and sustaining brand loyalty.

Brand Rejuvenation
Expert Talk > Sales & Marketing
Established brands are resilient, elastic and vital. However, continued good health is not a guaranteed condition.

Articles: Brand Management, Brand Profitability