Category: Branding

5 Tips for an Impactful PR Program

There’s never a lull in PR. In fact, the holiday season traditionally boasts heightened activity for agency teams. In prep for the new calendar, brands buckle down to align on upcoming annual programs. In many cases, the need to set budgets for the coming year drives brand teams to evaluate and define what’s next. But […]

Pricing Power: A Brand’s Most Valuable but Under-Valued Asset

Having spent some time observing the rise and fall of brands across many different categories and countries, I have come to the conclusion that brands fail not because they lose market share, but because they lose pricing power. Through the company’s own inaction or competitive action, the brand fails to command any price premium—and once […]

Why Content Strategy Is Crucial for Sponsorship ROI

With the 2016 Olympic Games in Rio de Janeiro less than a year away, global sponsorship spending continues to climb into the billions. However, while brands continue to spend more money than ever on sponsoring major sports, music and entertainment events, there is one glaring miss that I see all too often. Too many marketers […]

The Value of Marketing to Consumers’ Instincts

A good friend of mine, Lloyd Glen, says, “I like choices that make themselves.” This is a keen insight into human nature. While we are often loath to admit it at a conscious level, our instincts consistently guide us to the easiest choice. If there is a path that allows us to cut a corner, […]

The Power of an Experience-Driven Brand

I have had the privilege of spending time with J.P. Kuehlwein, executive vice president of Frédéric Fekkai, to discuss his views about what’s next in the domain of brand management. After reading Rethinking Prestige Branding: Secrets of the Ueber-Brands, the book that he co-authored with Wolfgang Schaefer, global chief strategy officer at ad agency SelectNY, and after […]

Copyright 2014 American Marketing Association
This site content may not be copied, reproduced, or redistributed without the prior permission of the American Marketing Association or its affiliates.