Building Strong Brands

This episode examines the role of a brand identity guide in ensuring consistent presentation across all customer touchpoints. It describes the strategic and tactical elements that define brand identi…

This episode outlines how to perform a brand audit to evaluate strengths, uncover opportunities, and address performance issues. It explains the four main types—planning, implementation, customer imp…

This episode details how to create a comprehensive brand-management plan that integrates strategic goals, target market definition, value proposition, and tactical execution. It emphasizes alignment …

market strength and financial value. It outlines methods for assessing how well a brand drives customer choice, usage, and advocacy, and how these behaviors translate into economic returns. The conve…

This episode explains how to assess the influence of a brand on both customers and the company. It covers frameworks for evaluating strategic and monetary contributions, ensuring brand performance al…

This episode delves into how companies lease their brand assets to others in exchange for compensation, enabling both licensors and licensees to create value. It covers the advantages, such as expand…

This episode focuses on subtle updates to brand identifiers and associations to keep them aligned with the brand’s core value proposition. It explains how changes to logos, names, mottos, and packagi…

This episode examines how brands change their target audience or value proposition to shift customer perceptions without fundamentally altering the product itself. It highlights common drivers of rep…

This episode explores how companies expand their brand’s reach by introducing it to new products, services, or markets. It outlines the strategic benefits of brand extension, such as leveraging exist…

This episode examines the role of private-label brands as retailer-owned offerings, detailing their advantages in differentiation, pricing, and channel control. It also addresses challenges such as b…

This episode explores cobranding as a strategic partnership between independent brands to enhance visibility, credibility, and shared associations. It outlines key forms—product and service cobrandin…

This episode explores three primary portfolio structures—umbrella branding, house-of-brands, and hybrid approaches—detailing their strategic implications. It discusses how each structure balances bra…

This episode introduces the concept of a brand portfolio as a coordinated set of brands serving different roles within a company’s overall strategy. It covers key considerations in defining the portf…

This episode examines how to measure the impact of brand communication efforts by tracking changes in awareness, attitudes, and behaviors. It outlines methods for assessing both short-term campaign r…

executions tailored to different media types. It explores message sources, including company voices, independent experts, and public endorsements, as well as message appeals based on information or e…

This episode breaks down the main types of media—paid, owned, and inbound—and how each serves brand communication differently. It analyzes their advantages, limitations, and cost-effectiveness in rea…

This episode examines how to set clear communication goals by defining focus, quantitative targets, and timelines. It explains the three primary objectives—creating awareness, building preference, an…

This episode explores how brand communication connects brand identifiers and associations to target audiences to create a distinctive and lasting image. It introduces the G-STIC framework—goal, strat…

This episode explores brand associations as strategic links that enrich a brand’s meaning by connecting it to relevant concepts, needs, and experiences valued by customers. It categorizes common asso…

This episode examines advanced brand identifiers, including mottos, characters, soundmarks, product design, and packaging, and their roles in expressing brand essence. It outlines key principles—stra…