The five biggest changes in brand strategy and brand architecture
Seven years ago we wrote two articles about the latest trends in brand strategy (you can read them here and...
Read MoreSeven years ago we wrote two articles about the latest trends in brand strategy (you can read them here and...
Read MoreUnless you work for a brand-centric organization, you may still not appreciate the impact certain brand-related decisions might have on...
Read MoreIn line with our annual tradition, we’ve prepared another brand quiz for you. Our five previous quizzes can be found...
Read MoreThis is our sixth article focusing on global brands that have changed their brand strategy in recent years. Changes might...
Read MoreWe have previously written about the positioning of the most valuable brands in categories such as automotive, beer, media, payment solutions and...
Read MoreOur three previous articles in this series covered the following rebranding case studies: - Bell Atlantic and GTE becoming Verizon,...
Read MoreIn one of our previous posts, we wrote about the four things that are generally believed to help build a strong...
Read MoreIn January 2018, we wrote the first version of this post, analysing the positioning of the most valuable brands in...
Read MoreIn line with our annual tradition, we have prepared another brand quiz for you. Our four previous quizzes can be...
Read MoreIn one of our previous posts, we wrote about the most important KPIs measuring brand health. Today we’ll take a look...
Read MoreWe have previously written about the positioning of the most valuable brands in categories such as beer, media, B2B, payment...
Read More“Differentiate or die”, the term coined by Jack Trout, has for years been the mantra of marketing experts, who believe...
Read MoreIf you have something interesting to say about your brand, it does not really matter what brand strategy template you...
Read MoreIn one of our previous posts we analysed four types of brand research study which have proved to be most effective...
Read MoreIt is becoming more complicated to define what constitutes a media brand. Most companies have become content publishers and to...
Read MoreThis is our second post in a series discussing the most remarkable brand launches of the last three decades and...
Read MoreIn the last few years, we have written a series of articles analysing the most instructive rebranding case studies, including...
Read MoreIn one of our previous articles, we explained how challenger brands, by being daring, cheeky and rebellious, attempt to stand...
Read MoreIt has become our annual tradition that in May we post a new brand quiz. Our three previous quizzes can be...
Read MoreIn one of our previous posts, we analysed several examples of well-known brands arranged into three groups, based on where...
Read MoreIn our previous posts from this series, we analysed the positioning of Nike, Lego, Jack Daniel’s (part 1), Guinness, Red Bull...
Read MoreIt has become our tradition to publish a summary of the past year in December, focusing on the aspects that...
Read MoreLast year we wrote our most shared article so far, “Brand differentiation vs. brand distinctiveness – what matters more?”, in...
Read MoreNo other category has mastered the art and science of brand strategy like alcohol brands. Their understanding of consumers’ needs...
Read MoreIn this series of articles, we analyse how some big brands have dealt with serious crisis situations. By serious crisis...
Read MoreThis post is the first in a series, in which we are going to analyse the most remarkable brand launches...
Read MoreIn our previous post from this series, we analysed the positioning of Nike, Lego and Jack Daniel’s. Today, we are...
Read MoreIt has become our annual tradition that in May we post a new brand quiz. Our two previous quizzes can...
Read MoreWe first published this post in January 2018 and since then it has become one of the most popular articles...
Read MoreLast year we wrote a post that analysed how Gillette, Axe / Lynx and Old Spice approach the topic of...
Read MoreSome brand experts believe in it wholeheartedly, some think it’s another marketing fad, but one thing is certain – purpose-driven...
Read MoreOnce again, it’s the time of the year when we publish our annual summary, covering what people enjoyed reading on...
Read MoreIf it were not for the academics representing The Ehrenberg-Bass Institute for Marketing Science, (mainly Byron Sharp, Jenni Romaniuk and...
Read MoreIf you ask two or more brand experts what, according to them, constitutes an iconic brand and how various products...
Read MoreWe have recently read an interesting Retail Dive piece on labels introduced by well-known retailers that have become more commercially...
Read MoreThis is our fifth piece in a series of posts focusing on global brands which have changed their brand strategy...
Read MoreLast year we published our first brand strategy quiz. Encouraged by its popularity, we are posting a new one this...
Read MoreGender fluidity is slowly but surely becoming part of the mainstream media agenda and as a result, brands are increasingly...
Read MoreAnyone who has ever had to come up with a name for a new product or a new company, knows...
Read MoreOur blog is almost solely about brand strategy. Even when we write about execution, we always attempt to understand the...
Read MoreIn March 2017, we wrote the original post about the three most valuable luxury fashion brands. At that time, the...
Read MoreDecember is the time of the year when most blogs and magazines publish their annual summaries, top 10s and various...
Read MorePeople form opinions about consumer brands based on their interactions with its products, on communication, the brand’s visual identity and...
Read MoreWe have already covered a good deal on the topic of rebranding – from the main points to consider when rebranding...
Read MoreEven the most seasoned marketers sometimes get brand terminology wrong. On the one hand, some terms are incorrectly used interchangeably...
Read MoreThere are a number of research studies that prove that in many categories, price perception plays an equally significant role...
Read MoreA few months ago, we wrote a post about the most important metrics and KPIs measuring brand performance, which was...
Read MoreIn our two previous posts about the most instructive rebrandings of all time, we wrote about how Norwich Union and...
Read MoreThis is our fourth piece in a series of posts focusing on global brands which have changed their brand strategy...
Read MoreToday, instead of a regular blog post we are launching our first brand quiz. If you’ve been reading our articles...
Read MoreWhen two companies are going through a merger or an acquisition (M&A), the branding strategy is often the last thing...
Read MoreIn the previous posts from this series, we wrote about how and why such brands as Johnnie Walker, Coca-Cola, Reebok...
Read MoreIt’s hard to find a big, global brand which hasn’t been through a reputation crisis. Having analysed more than 200...
Read MoreFor decades, brands, in their pursuit to increase awareness, have sought to enrich their image with new associations or simply...
Read MorePreviously we wrote about the positioning of the three most valuable media brands and the three most valuable luxury fashion...
Read MoreLet’s assume that you are in charge of a mainstream brand and that, according to research, respondents think it is...
Read MoreNobody wants to be perceived as a lousy strategist. Even if someone’s job has both strategic and operational elements, for...
Read MoreThere are several companies producing annual rankings of the world’s most valuable brands. However, only three currently matter: “Best Global...
Read MoreBoth in this and the previous post, we have summed up our key lessons and insights related to how people...
Read MoreIt’s been almost five months since we launched a full version of BrandStruck, and more than a year since we...
Read MoreIn the previous post, we discussed why Apple, Coca-Cola and Heineken have changed their marketing strategies and moved from brand-driven...
Read MoreA topic of frequent debate among marketers is whether a company’s communications should focus on their brand or their product....
Read MoreIn the previous post from this series, we wrote about recent changes in the brand strategy of three global brands....
Read MoreIn the previous post we wrote about two famous rebrandings: how Abbey National, Bradford & Bingley and Alliance & Leicester...
Read MoreRebranding should never be a decision taken lightly. It costs money, is time-consuming, requires years before any benefits can be...
Read MoreOver the years, having worked with hundreds of brands representing various categories, we have come to the conclusion that the...
Read MoreIn our last post we wrote about the three biggest trends in brand strategy. Today we want to take a...
Read MoreAt BrandStruck, we’ve analysed over 100 brand strategies, to find out how brand essence, values and character are built up...
Read MoreAt BrandStruck, we have a database of more than 100 brand strategy analyses (and growing every week). For each of...
Read MoreA few weeks ago, we wrote a post about the differences in how companies want to be perceived as consumer...
Read MoreAs innovation continues to drive business growth, it has become more and more common for brands to include technology as...
Read MoreWhen a famous company rebrands, almost everyone has an opinion on whether it was a good or bad idea and...
Read MoreWe previously wrote about brand architecture, talking about the differences between branded house and house of brands, and sub-brands and...
Read MoreLast week, we started a new series of BrandStruck blog posts, taking a look at some of the most fascinating...
Read MoreMost big names in the business world have direct rivals, who offer similar products in entirely different ways. They usually...
Read MoreOver time, every company will change its branding strategy with the aim of keeping communication fresh, enticing new markets and...
Read MoreCan you tell what brands such as Apple, Coca-Cola, Samsung or McDonald’s stand for today as opposed to what they...
Read MoreRebranding is always a hot topic for marketing journalists and bloggers and a hot potato for communications teams. It rarely...
Read MoreThe relationship between the corporate brand, consumer brands, sub-brands, products, product variants and acquired businesses in a company’s portfolio is...
Read MoreBrand architecture describes the role of the corporate brand in marketing products and services, as well as the relation between...
Read MoreMark Ritson, in his brilliant video, called brand purpose "a trendy distraction" and spectacularly sent it to the marketing hell....
Read MoreThere comes a time in every company’s life - big or small, when it will consider a rebrand. The rebrand...
Read MoreWe’ve now analysed nine out of the twelve brand archetypes, explaining what they are, how they are applied by famous...
Read MoreBrand archetypes’ typology is one of the most common brand classifications. It divides brands into 12 understandable and relatable categories,...
Read MoreAlmost every consistent brand can be linked to one or two archetypes - a brand typology rooted in the psychological...
Read MoreFor a brand to be successful, a strong identity is key. In order to build it effectively, it needs to...
Read MoreIt’s not easy to come up with the perfect strategy to build the perfect brand and all too often, people...
Read MoreDistinctiveness of brand strategy is thought to be a key success factor of any brand, as it is believed to...
Read MoreEvery company has to change its brand strategy from time to time. It’s the key to keeping communication fresh, while...
Read MoreThere comes a time, when the brand you are responsible for, needs some kind of a revamp - repositioning, refresh...
Read MoreEarlier this week, one of the biggest online acquisitions of the decade was announced. In a surprise move, Microsoft confirmed...
Read More