The value of a simplicity strategy is that it can also be a growth strategy. Brand leaders are increasingly tasked to chart courses through the unknown — artificial intelligence, quantum computing, new frontiers in space, the evolution of money and more. These frontiers promise growth, but are filled with complexity, volatility and confusion. And while
If you ask ten business owners what their brand is, you’ll hear an array of answers. Some will point at their logo. Others will talk about their tagline, their color palette, or maybe their social media following. Branded elements certainly play a role in your brand, but brand and branding are not the same thing.
Branding is how a company shares its values, connects with an audience and distinguishes itself from competitors. It’s become extremely important for businesses in marketing contexts to stand out in competitive markets. Every interaction a consumer has with a business gives a representation of branding. It defines a company in the minds of its audience,
Measuring awareness, consideration, conversion, and loyalty reveals how brand marketing drives real business outcomes. Brand marketing is often the silent driver behind successful digital campaigns. People are far more likely to read, watch, click, and ultimately buy from a brand they already know and trust. That’s why doing the harder, slower work of building a
Identity is an increasingly central driver of consumer purchases, even as diversity suffers backlash in some parts of the world. Here’s how brands can get it right. Despite pushback against diversity initiatives, particularly in the United States’ corporate and higher education realms, brands tapping into consumers’ desire for more diverse identity representation can reap substantial commercial
The market for promotional products—swag, knick-knacks, trinkets, and leave-behinds—amounted to an astounding $25 billion in 2022. This number serves as a testament to the immense market for branded tchotchkes to promote goods and services. They can be a powerful selling tool, after all. That is, of course, when done right. Otherwise, they become nothing more
Whether you’re launching a disruptive startup or steering an established corporation, attention naturally gravitates towards tangible metrics: product innovation, sales charts and operational streamlining. These are, of course, the engines of commerce. Yet, working quietly beneath them all is a foundational force, an asset so fundamental that its neglect can subtly unravel even the most
GETTY Let’s not sugarcoat it. Most companies? They’re winging it. They’re throwing digital spaghetti at the wall— running ads, posting content and hoping something sticks. But if we’re being honest, something always feels a little off. The message is muddy. The brand vibe is all over the place. They’re spending money, sure, but the results?
When a local bakery was struggling to bring in foot traffic, it turned to social media marketing—both paid ads and free organic posts. More people engaged online, then visited the bakery and grew into loyal customers, boosting sales. A small retail clothing store knew they were missing out on online sales. After they beefed up
Creating a blog or online portfolio is no longer optional It’s a must-have for professionals, brands and businesses seeking to stand out in the digital world. In fact, many now see it as a more dynamic and impactful alternative to traditional CVs. Whether your goal is to share your expertise, promote services or create a
