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Blog (brand strategy)

love on the brain

Love is in the Brain (Forget the Heart)

Valentine’s Day can be a complex holiday. At least it is for me. It has been since I was in...

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Business

The Brand is Not Part of the Business; It IS the Business

People don’t invest a lot of time on details. They sort out the promise a brand makes and the meaning...

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Story

Every Brand is a Story. How Will Yours Be Told?

Storytelling is the most elemental form of human communication. People pass along their brand experiences to others in the form...

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rock climbers

Higher-Purpose Branding

IBM is an example of a company with integrity and authenticity, and as the best business leaders know, these are...

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Doing Well By Doing Good

An effective brand’s most important reason for being comes in the articulation of its purpose or mission. A mission is...

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From “Voice of the Customer” To “Mind of the Customer”

One of our critical mantras here at Brandtrust is, "If you want to know why people do what they do, the worst thing you can do is ask them."

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The Time & Place for Brands

Even with the plethora of media choices available and finest analytics to measure media effectiveness, brands are still stuck with how to make themselves welcome in people’s lives. In order to do that, we have to think more about how people actually live their lives.

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5 Ways to Steal Your Competitors’ Customers in 2014

Think you know what customers want? Think again.

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What to Expect in Marketing in 2014

Although Big Data tells us what is happening, it rarely tells us why. Too much reliance on the rational brain can lead to 'data, data everywhere and not a thought to think.' In 2014, marketers will stop drowning in data and starving for insights--and uncover those insights that can only be found in peeling back customers' deep emotional layers....

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Branding is the Most Powerful Yet Least Understood Business Strategy

Brands are about feelings and not facts. This is why businesses still struggle to grasp why people are drawn to some brands and not to others.

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