10 successful brands that started with unexpected beginnings
Behind every iconic brand is an unexpected origin story that most people don’t know. What if I told you Amazon didn’t set out to be the ‘everything store’? Or that Starbucks wasn’t always brewing coffee by the cup? For some of today’s biggest names, early plans took a backseat as they embraced new directions—and, in […]
Sustainable Brands: How eco-friendly brands are winning
In an era often described by its rampant consumerism, there’s an intriguing juxtaposition at play. Discover the importance of sustainable brands for our environment. Read how eco-friendly brands make conscious decisions—driven by profit and an urge to be part of a global solution. We’ll take a look at four case studies, including Patagonia, Ikea, Adidas, […]
Lessons from advertising legends to inspire today’s marketers
Undoubtedly, the advertising industry has experienced remarkable evolution over the past century. However, the principles and strategies that guided the industry’s pioneers remain as relevant today as they were during the “Mad Men” era. In this post, we’ll delve into the valuable lessons that modern marketers can draw from seven legendary figures. Firstly, we’ll examine […]
B2B Marketing must focus on 4 distinct roles within each B2B customer
B2B follows a different type of targeting. First, while a B2B brand may start off thinking about selling to the entire market, then begin narrowing down based on the kind of customer or the subsegments of the category. As B2B marketers approach their customers, they must understand there are four types of people at the […]
How to manage the ideal tension between marketing and sales
There is a natural tension between marketing and sales due to their differing primary focuses, but that tension can be channeled productively. The yin and yang. A little tension and conflict is good when it is the starting point for collaboration. The tension between marketing and sales arises when different objectives seem to pull the […]
The 10 highest-paid athletes in the world
The 10 highest-paid athletes in 2024 have not only excelled in their respective sports but have also capitalized on their global fame through endorsements and business ventures. Their success demonstrates the critical role of personal branding in modern sports, allowing these athletes to secure lucrative sponsorships and build ventures beyond the field or court. Alongside […]
How to manage a portfolio of brands
Portfolio Management is an investment strategy to deliver maximum payback for the company using a collection of brands. A portfolio of brands requires a diverse set of investments. Each brand needs to be carefully selected to meet specific goals. Marketers must allocate their budget to achieve the desired goals across the portfolio requires an external […]
How to lead a SWOT analysis
Before planning where to go next, you must understand, “Where are we?” A deep-dive business review should take a 360-degree view to examine issues related to the marketplace, consumers, competitors, channels, and the brand. For the brand plan, summarize the factors driving the brand’s growth, the factors inhibiting the brand’s growth, the untapped opportunities, and the […]
Starbucks Case Study 2024 – Rebalancing the Coffeehouse Experience
Starbucks, the global coffeehouse giant, is once again at a crossroads. Much like in 2008, when the brand faced an identity crisis and financial freefall, the company now finds itself grappling with challenges in maintaining its core coffeehouse experience. Under the leadership of new CEO Brian Niccol, Starbucks is poised to shift focus back to […]
Brand Management is Business Management
The best in brand management run their business as general managers. They partner with sales to drive revenue growth. The marketer creates demand through a brand positioning that motivates the consumer to want to buy while sales get the brand onto the shelf to match where consumers shop. The marketer must partner with operations to build […]
