Branding Strategy Source

This blog provides practical information on brand research, strategy and positioning. It also covers brand equity measurement, brand architecture, brand extension and other brand management and marketing topics.

Tuesday, December 8, 2015

Give the Gift of Brand Aid

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Book Review: Brand Aid Brand Aid: A Quick Reference Guide to Solving Your Branding Problems and Strengthening Your Market Position (...

Three Common Brand Problems

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I have excerpted these three brand problems from thirty-five problems that I list in my Brand Aid book. Here are problems twenty-two th...

Monday, December 7, 2015

Brands and Salespeople

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Not much has been written about this topic. Salespeople are in the field selling your brand each and every day. They are motivated finan...

Saturday, December 5, 2015

Customer Need States

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Sometimes we think of consumers too simplistically or monolithically. Even if we are very thorough in defining our target customers, we ...

1 comment:

Friday, December 4, 2015

Branding from the Inside Out

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As important as making a unique and compelling promise is keeping that promise. Brands that make promises they cannot keep lose custo...

1 comment:

Thursday, December 3, 2015

Importance of All Five Senses in Branding

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My wife, who subscribes to the New Yorker , directed me to a fascinating article on how our sense of taste is affected by all five sense...

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Wednesday, December 2, 2015

Brands and Baseball Caps

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Brands are often used as self-expression vehicles. And baseball caps are a simple way to do this. People use baseball caps to communicate ...

15 comments:

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About Me

Brad VanAuken: Brad VanAuken is president and founder of BrandForward, Inc., a brand strategy consultancy with clients throughout the world. Previously, Brad was the vice president of marketing for Element K (now Skillsoft), a leading e-learning company and director of brand management and marketing for Hallmark Cards, Inc. During his tenure as Hallmark’s chief brand advocate, Hallmark rose to 4th in the EquiTrend national quality brand ranking and Hallmark received the Brand Management of the Year award.

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