BetterBriefs’ Post

In an experience economy, institutional brands are cumulative — the sum total of tangible and intangible factors, direct and vicarious experiences, and minor and milestone events. And institutional brands are inherently fragile — they require intentional management, measurement, planning, and action, alongside proactive engagement and activation. Building a brand takes time and activation. https://hubs.li/Q02sWsyz0

It's the age-old tension in #brand governance: how do you reinforce your brand strategy without creating a culture of brand police? Perry Lowder shares the 5 P's of brand management that every brand steward should keep in mind. https://lnkd.in/eENxMsAD

Excellent brand building case showing how the brand positioning is firstly true to the product, and then it impacts everything: communication - message and media, distribution channels, price. And how having all in sync builds lasting brand equity and, of course, commercial success. Professor Mark Ritson on Häagen-Dazs.

Brand equity is essential for survival and success in an age where brands are vying for consumer attention across myriad digital and physical landscapes. We've put together some strategies on the Zudu blog ⬇️

Brand equity is essential for survival and success in an age where brands are vying for consumer attention across myriad digital and physical landscapes. We've put together some strategies on the Zudu blog ⬇️

Brand equity is essential for survival and success in an age where brands are vying for consumer attention across myriad digital and physical landscapes. We've put together some strategies on the Zudu blog ⬇️

The ultimate goal of brand equity building is to move the consumer from brand awareness to brand insistence. #brandstrategy #brandequity https://lnkd.in/gsMvg3_U

“You know you’ve got an important idea when fertile creativity comes off the back of it.” Ahead of the Marketing Week awards next week, where our Cadbury Dairy Milk Mondelēz International ‘There’s a Glass and a Half in Everyone ’ campaign has been shortlisted for ‘Brand of the Year’ prize, our campaign was featured in Marketing Week , emphasising the vital role of brand diagnosis and positioning in achieving best-in-class brand building. 🚀✨💪 In the article, our client Jonathan McCarthy, Vice-President of Marketing SEA at Mondelēz International explained what it takes to build a successful brand from the ground up; from brand diagnosis and creating an effective brand platform, through to developing a tone of voice, exploiting distinctive brand assets and identifying category entry points. Jonathan explained how, before we began working together on Cadbury the brand had once been in decline, “The brand had lost some of its connection and relevance and meaning with people.” “The chocolate category – and Cadbury was a proponent of this – had become extremely hyperbolic and unreal,” he says, pointing to Snickers’ Mr T ads and Dairy Milk’s own ‘Gorilla’ spot as examples. “Maybe that was cultural at the time, but it became a bit done.” Since we began handling Cadbury’s global brand in 2021, McCarthy emphasised consistency over drastic changes. “The power of the positioning, the idea and the brand platform is so clear. It’s actually more of a joy to say, how do we build new legs to it? How do we keep the story fresh, resonant, interesting and not formulaic?” he says.” Jonathan also spoke to the fact  that , while working with our marketing team, “You know you’ve got an important idea when fertile creativity comes off the back of it”. Although our campaign ‘There’s a Glass and a Half in Everyone’, is 5 years old, it has given Cadbury a new lease of life and has been credited with increasing its annual revenue by £261 million. Therefore, Jonathan believes that the platform isn’t going anywhere anytime soon, “Generosity in the broad sense that we use is a universal human truth and it’s always required in the world… So it won’t go out of date”. https://lnkd.in/ecxb-D6K

Cultural relevance is key to building an engaged community and product fan base. This is not a new concept but it is an important one for brand building. My favorite example of a brand that has done this extremely and consistently well over the last 20 years is The Hundreds. A streetware brand that built an incredible business and community on these concepts. The perfect case study on each of the concepts mentioned in this article - “Cultural awareness, emotional resonance, entertainment, celebrity products, fandom building and market expansion” You can learn more about The Hundreds by checking out Bobby Hundreds book This is not a T-shirt.

Mastering brand equity can lead to lower price elasticity, lower advertising costs, and greater trade leverage. Learn tools and strategies based on a study by Sunghyup Sean Hyun and Wansoo Kim, and referential to the Keller Brand Equity Model. Establishing and increasing brand equity is a powerful plan, regardless of where your brand is in their restaurant marketing journey. Old and new brands alike should consistently check to see if they’re happy with how their business is perceived. The success of your business is predicated on forging a deep bond with your customers. 4 Steps of Brand Equity https://hubs.la/Q024n3P30