BRAND INNOVATION BLOG

Branding starts long before the logo or campaign. Explore how Product, Price, Place and Promotion work together to shape how a business is understood, valued and experienced — and why alignment between them matters more than any one marketing tactic.

Brand extensions can be one of the most effective ways to grow a business, but only when they are built from a clear strategic foundation. A brand extension happens when a company uses an existing brand name, reputation, audience, or market position to introduce a new product, service, offer, or experience. Done well, it allows a business to expand into new categories while borrowing trust from the parent brand. Done poorly, it creates confusion. That is the tension at the he

Have you ever heard the saying “People may not remember exactly what you did, or what you said, but they will always remember how you made them feel? – Maya Angelou” Well this is the basic premise behind brand activation. Particularly, the process of strengthening brand perception with customers through experience. Different brands have different strategies for activating their brand. The one common denominator is the experience. Companies craft experiences that they take to

Marketing without data is like driving with your eyes closed. – Dan Zarrella Market research is a tool that is overlooked by most businesses. Sure, everyone feels they have done a sufficient job analyzing their market. But have we honestly dug deep enough to uncover some of the hidden wisdom that can be discovered by market research? Well, when I was starting my entrepreneurial journey over 12 years ago, I came across some advice that I didn’t quite understand until a few yea

The two biggest factors that fast track demand gen efforts are getting control of your marketing data and hiring the right people. – Tim Kopp Demand generation encompasses all marketing efforts aimed at creating awareness and enthusiasm among your ideal customers about your business's products and services. It serves as the link between marketing and sales. Demand generation involves a series of interactions designed to nurture key prospects into lasting relationships. Guidi

Without continual growth and progress, such words as improvement, achievement, and success have no meaning. – Benjamin Franklin Expanding and refining your business is no small feat. Every business, regardless of its size or industry, requires a well-defined strategy for growth and development. While each business is unique and may have its strengths and weaknesses, there are fundamental steps that every organization can follow to pave the way for sustainable growth. In this