Brad VanAuken

Establishing Brand Metrics

by Brad VanAuken

Often, organizations will use awareness, preference, rank in consideration set, share of wallet, Net Promoter Score and other brand loyalty measures, customer satisfaction, distribution and market share as the primary brand measures. Awareness is important because without awareness, the brand does not exist in the customer’s mind. Preference, rank in consideration set and share of […]

Top Posts from Each of the Last Six Years

by Brad VanAuken

In case you missed them, these are the most popular posts from each of the past six years:2014 – When Brand Tactics Overshadow Brand Strategy2014 – The Poison Parasite Defense2014 – Basic Human Needs and Branding2015 – Nine Favorite Brand Management & Marketing Books2015 – Maslow’s Hierarchy of Needs 2015 – Brand Attributes, Benefits & Values2015 […]

Ethical Issues in Marketing

by Brad VanAuken

What are some of the ethical issues in marketing? First and foremost, we should not be using marketing to make a product that is clearly harmful more appealing to people—for instance, selling cigarettes by appealing to people at a deep emotional level. This can be achieved by linking the cigarette brand to independence, rebellion, good times, or coming into […]

Brand Life Cycles

by Brad VanAuken

Brands personify organizations, products, services and other entities. In this way, they take on human qualities, human qualities that often lead to shared values and emotional connection. But what types of qualities should a brand take on during different stages of its life cycle?As you think about this, think about romantic relationships that lead to […]

Differentiating on the Unexpected

by Brad VanAuken

Opaque is an all in the dark restaurant. With the help of a giant crane, Dinner in the Sky serves just that, dinner in the sky. Southwest Airlines differentiated itself based on a sense of humor. Build-A-Bear Workshop decided to involve the customer in the creation of the product. Having conducted hundreds of focus groups, […]

Competitive Strategy 101

by Brad VanAuken

One of the concepts that I recall from my Competitive Strategy course at Harvard Business School (based on Michael Porter’s Competitive Strategy book) is that to win in the marketplace, you need to pursue of of the following three competitive strategies – value, focus or differentiation. That is as true today as it has ever […]

Brand Identity Posts

by Brad VanAuken

Over the years, I have written a number of blog posts related to brand identity. Here are 38 of them.Brand Identity ElementsBrand Identity for the 21st CenturyBrands and IdentityCreating a Robust Brand Identity SystemBrand Architecture and IdentityBrand Architecture QuestionsCompulsive Naming SyndromeRobust Brand IdentityBrand NamingBrand NamesBrand LogosBrand TaglinesCollege and University TaglinesCity Mottos/Taglines/SlogansImportance of All Five Senses […]

Brand Research

by Brad VanAuken

Throughout the course of my career, I have commissioned, conducted, moderated or analyzed hundreds of brand research studies. Here is a compilation of the blog posts I have written on brand research.Market Research Marketing ResearchTypes of Research for BrandsExploratory Brand ResearchQualitative Research Leads to Emotionally Compelling BrandsImplicit vs. Explicit Purchase MotivatorsProjective Research TechniquesLaddering ResearchFocus Group ModerationPeeling […]

Think Like The Customer

by Brad VanAuken

I was meeting with the marketing committee of a not-for-profit organization on whose board I sit earlier today. We were discussing a major report that we intend to release to the community. The report is on a rather technical subject – river quality – and we talked about crafting frequency asked questions (FAQ) to accompany […]

Brand Reputation Management

by Brad VanAuken

How should organizations measure and manage their brands’ reputations? While many people suggest using something as simple as Net Promoter Score, which is a very popular measure of attitudinal loyalty, reputation metrics must include much more than that. Each brand has multiple audiences, each with its own expectations for the brand, so reputation metrics need to […]

Will Brands Even Be Around in Ten Years?

by Brad VanAuken

As a brand strategy consultant, I have ridden the upward trajectory of brands and branding for the past 20 years. In the 1980s and before, brand management was mostly practiced by consumer packaged goods (CPG) companies. By the mid- to late-1990s, large companies were beginning to manage their corporate brands at an executive level. This […]

How Brand Experience Can Overcome Time Constraints

by Brad VanAuken

Generally, people feel two types of scarcity in their lives. They often feel as though they do not have enough money to do everything they want to do. And they often feel as though they don’t have enough free time to do all that they want to do. So, the two scarce commodities are time […]

Positioning Your Brand to Win!

by Brad VanAuken

I am please to announce that I am now offering an online version of my highly acclaimed brand positioning workshop. The workshop provides you with everything you need to create a unique and emotionally compelling brand promise along with every other element of a comprehensive brand positioning statement. For more information, click here – https://brad-vanauken.mykajabi.com/pl/67338

55 Ways to Sabotage Brands

by Brad VanAuken

If you are looking for ways to sabotage your brand, here are fifty-five different ways to do that, taken directly from real life examples encountered during my brand strategy consulting experience.Change the brand identity system every time a new marketing vice president is hired. Change your brand’s positioning or messaging as frequently as possible. Increase profitability by […]

The Power of Socially Conscious Brands

by Brad VanAuken

Brands that are socially conscious outperform brands that cater to Wall Street’s quarterly expectations. Being mission-driven, making mission-driven decisions and creating an employee-empowering culture lead to far above average financial results. There are three concepts that socially conscious brands should consider:Conscious Capitalism – this recognizes some of the dysfunctional byproducts of modern capitalism – lack of […]

Unleashing Brand Power

by Brad VanAuken

Why do some brands command premium prices, while others are forced to compete on price? While some companies are racing frantically to the bottom, others are gliding effortlessly to the top. These world class brands win the admiration of their customers, the envy of their peers, and claim the lion’s share of their market’s profits. They […]

Social Media Marketing Strategy

by Brad VanAuken

I will be delivering a talk on social media marketing strategy at a local American Marketing Association (AMA) chapter meeting in a couple of weeks. I thought I would share the outline of my talk here. These are the things one should consider when developing a social media marketing plan.Start with clear objectivesDeep customer insight is […]

Marketing Careers

by Brad VanAuken

I am often asked by college students majoring in marketing about what types of marketing positions, paths and careers are open to them. Careers in marketing are myriad and often require very different skill sets. Without going into great detail about any one of them, here are just some of marketing positions and paths open […]

Common (And Not So Common) Brand Problems

by Brad VanAuken

As I was doing my research for an article that I am writing on brand problems, I realized that I had written much about common (and not so common) brand problems in this blog. So rather than write yet another post on this, I thought I would provide you with links to all of the […]

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