"Requests for “distinctive tone of voice” are much the same. They start at the wrong end: the solution, not the problem. They work from the outside in, when branding only works from the inside out."

How to radically change your brand's relationship with the user: A companion piece to The 16 Rules of Brand Strategy.

Brand revitalization requires finding and satisfying a new, important customer need. Brand success requires being the best at something relevant and

Hosting a forum for customers to help each other can significantly reduce support requests — and save companies heaps of money.

"Marketing (2021 and beyond) will have to take the form of a structured plan, based on the assumption that, in a new and different world, equally new and different strategies are needed."

Create a culture that attracts and retains exemplary employees by developing a brand ambassador strategy to make your organization an employer of choice for the people essential to your future.

When the workers of the Norsk Hydro PVC plant in Stenungsund on the west coast of Sweden came to work in the early morning one day in 1996, a young man in In a brand crisis, break the pattern of perception in people's minds.

Individuals and organisations can get lost in branding. It’s a personal thing. Naturally you’ll want your brand to reflect your organisation, and do so in a consistent, accurate, and ideally positive way. But the truth about branding is that it doesn’t really matter what you want your brand to be about – all that […]

The connection between employer brand and talent brand is the difference between simply making a promise and consistently delivering on that promise.

"Unlike people, however, companies don’t have innate consciousness. The values and beliefs people adopt in their lifetime are often adopted subconsciously."

For marketers, a new year traditionally ushers in opportunities for reinvention and growth. But this year also comes with hurdles as companies continue to pivot and prepare for post-pandemic life. With this in mind, here are the five priorities I think every CMO and brand marketer should focus on to reshape and propel your business in 2021.

A strong employee value proposition can be essential for recruiting and retaining talent in today's environment.

In 2010, Gap decided to redesign its logo. What can brands learn from the unfortunate backfiring of this logo change?

"For small to medium companies, optimizing for sales and revenue is mission-critical. In such environments, brand management will not be prioritized."

"Now, in the wake of this new corporate world, brand teams across the globe are exploring what could be achieved if their brand center was also available to the public."

Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions A full understanding of the power of the assets within your brand's identity is essential for accelerating growth and creating competitive advantage today.

"Which degree of perfection triggers that ‘i-need-that-in-my-face-now’ kind of desire? At which point does it become unrealistic, clinical, or just plain boring?"

The day he walked into the San Francisco 49ers headquarters in 1979, Bill Walsh sported pressed khaki pants, neatly combed white hair and a professorial Creating a competitive advantage begins with a fundamental shift in brand strategy.

Your brand is a work in progress. Mine too. Brilliant brands have quirks and flaws. They are constantly evolving, but that’s what makes them and memorable.

"In my perfect view of the future of branding, emotional intelligence is ubiquitous and fully leveraged so that brands can truly make people’s lives better."

This article defines brand image and outlines its importance, before looking at building, improving, and measuring brand image.

CMO Samuel Day explains how the marketing team took a long-term view and was committed to getting things right, even when it meant not seeing a return on their efforts as quickly as they might want to.

Why is offboarding so important to your employer brand? Because if done right, you can turn former employees into advocates. If done wrong, and you risk damage to your talent brand. Here's how to successfully infuse your employer brand into the offboarding stage to leave the best last impression.

Multi-brand organisations are faced with a decision when it comes to employer branding: do they delineate each of their brands, or do they take a single, universal approach? As the importance of employer branding continues to grow, this is a question that more and more conglomerates are beginning to face. So, what are the factors […]

Marketing Land is a daily, must-read site for CMOs, digital marketing executives and advertising campaign managers.

In this episode of Employer Brand Insider we talk with James Ellis, Employer Branding Nerd at Roku, about building an unstoppable employer brand & how to cre...

"An outdated idea that tends to become a stumbling block in the process, is that branding and marketing are unethical forms of manipulation."

Stories Inc. shares the best content for your employer brand to connect with the best candidates seeking information about your culture.