by | Thursday | Branding
By Derrick Daye on Relevant Differentiation The sixth most important thing to know about building winning brands is that relevant differentiation is the defining aspect of a brand.It is the most important thing a brand can deliver. Numerous studies have shown that...
by | Friday | Branding
By Derrick Daye on State Farm The findings from our comprehensive brand equity study of the insurance industry has implications for many industries. Here is what we found: •While there are over 100 insurance brands whose names people have heard of, few achieve...
by | Tuesday | Branding
By Derrick Daye on HallmarkIn his book, Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, Adam Morgan indicates that people enthusiastically share information for one of four reasons: (1) bragging rights, (2) product enthusiasm, (3)...
by | Tuesday | Branding
By Derrick Daye on Volkswagon bug The fourth most important thing to know about building winning brands is that the brand and its products and services must exceed customer expectations. No amount of customer communication and relationship building can compensate for...
by | Tuesday | Branding
By Derrick Daye on CEO Support This week I want to share my third installment, and maybe a fourth on developing a brand building organization. My last installment is here.There are four organizational support factors that are critical to brand strategy success. They...
by | Thursday | Branding
From Branding Strategy Insider ———————————“You can’t manage what you don’t measure.”This is especially true of a brand and its equity. A robust brand equity measurement system will accomplish the...
