Articles
Tag: brand
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A Brand Management Maturity Model, Part Four: Technology
Gartner estimates that most companies utilize only about 60% of the capabilities in their martech stack. This represents a huge untapped opportunity.
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How to Innovate Your Brand With Your Customers in Mind
Customer-driven innovation is the practice of pushing your brand in the direction that your customers want.
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Do We Still Need Brand Mascots?
Mascots punctuate the brand promise: they are “spokespersons” for that promise and they help customers and prospective buyers remember the promise.
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A Brand Management Maturity Model, Part 3: Process
DAM platforms improve brand management, but your efforts will go nowhere without formalized processes.
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What Does it Take to Lose a Customer?
Customers are willing to give a company a second chance following a poor experience, but they’ll rarely give it a third.
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A Brand Management Maturity Model, Part 2: People
It’s the human element that builds brands, and ultimately, creates business value.
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A Brand Management Maturity Model, Part 1: Strategy
Having a clearly defined strategic roadmap is the foundation to brand management success.
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Have a Bad Customer Experience Reputation? Own It (and Other Advice)
Having a bad reputation for customer experience is a big — but not insurmountable — challenge. Here's how you can work past it.
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Why You Need to Tell Your Brand's Story
If your brand has a story to tell (and all brands do), you need to tell it. Here's why.
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Why Brand Awareness Matters
You want potential customers to know your brand, but for the right reasons. Which is why you need to be leading the conversation and measuring your efforts.
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Why Would Anyone Believe Your Brand?
Normally, marketers aren’t incentivized to think in terms of fact and falsehood, truth and mistruth, conviction and skepticism. That should change.
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7 Lessons From Asana’s Community Launch
Asana launched a thoughtful and robust three-pronged community program, paving the way for other organizations looking to do the same.
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4 Ways to Improve Brand Loyalty
Consumers are likely to switch between brands if provoked, but the evidence also suggests that winning customer loyalty is still possible.
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Why a Platform of Inclusion Is Vital for Data-Driven Diversity
Brands must leverage diversity in creative and data management teams or risk offending consumers.
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