What are consumer insights? How find and use them to grow your brand
Consumer insights are little secrets hidden beneath the surface. They explain the underlying behaviors, motivations, pain points, and emotions of your consumers. Your consumers may not even be able to explain the insight until you play it back to them. You want consumers to say, “Yeah, that’s exactly how I feel.” Brands must think of […]
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 […]
Emotional advertising tightens the bond and grows your brand
When brand leaders say they want emotional advertising, I usually say “I can’t wait to see this emotional creative brief you wrote.” Without digging deep to understand the emotional space you should play in and the consumer insights that lay beneath the surface, your asking for an emotional ad feels like a random game of […]
How to define a winning brand positioning
If you are working on Brand Positioning for your brand, then you are in the right spot. What is a brand positioning strategy? A Brand Positioning Statement defines how your brand shows up in the market. Importantly, it should outline your ideal target consumer, the space you play in, your main message that differentiates your […]
How to organize your Marketing Strategy Statement to use in your Marketing Plan
The most important element of any plan is the marketing strategy statement. Every plan should start with a vision and key issues defining how to achieve that vision. From there, the marketing strategy answers the key issue question. To start, you must define the programs where you will invest your limited resources. Then, find an […]
Beloved Brands Marketing Training program
“Beloved Brands is the best marketing training that I have ever attended!” “In all the marketing training I’ve attended during my time at Hershey, I have never seen my colleagues stay so engaged throughout the day. The Beloved Brands Marketing Training equipped our brand managers with the right tools for their jobs.” Erin Grosberg, Marketing […]
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 […]
How to use Content Marketing to break through the clutter and engage your target
Master the art of crafting compelling content marketing that rises above the noise. First and foremost, content marketing has become an essential tool for businesses seeking to rise above the noise in today’s digital landscape. With consumers constantly bombarded by content, it’s crucial to create engaging and valuable material that captures their attention. This in-depth guide […]
Brand architecture strategies to organize your brand portfolio
Brand architecture refers to the way companies organize their brand portfolio to ensure clarity, consistency, and alignment across all levels. In this article, we will go through the branded house, house of brands, and the hybrids that use a little of each. A well-structured brand architecture can help companies manage their brands effectively, differentiate themselves […]
A smart brand strategy is the foundation of a marketing plan
When it comes to creating your marketing plan, the foundation of the plan is the vision, key issues, and smart brand strategy statements. While the vision sets the direction of where you want to go, a well-crafted brand strategy steers all marketing efforts. In this post, we will come up with the key elements of […]
