Branding Brands
Brand New Zealand
There is much to be learnt from the consistency of culture and ceremony in New Zealand.
The future of brand strategy: It’s time to ‘go electric’
Data shows that as choices and channels increase, brand trustworthiness is more important to consumers than ever.
Building brands in emerging markets
Companies that harness word-of-mouth effects, emphasize in-store execution, and get their brands onto shoppers’ short lists for initial consideration are more likely to capture the loyalty of emerging-market consumers.
A Better Way to Map Brand Strategy
A new type of map that links a brand’s position to competitors according to its perceived “centrality” (how representative it is of the company) and “distinctiveness” (how much it stands out from other brands) with its business performance along a given metric.
