Month: July 2019

Your Brand is a MYTH
[4 insights from Sapiens to create a powerful one]

Posted in Brand Strategy, Insights from Books

Marketing Principles for Brand BRAND: A brand is a myth that exists in the inter-subjective reality of people who know about it. BRAND: To build a powerful brand, you have to live the brand yourself, be distinct and unique, connect with a higher purpose and create a shared understanding of it. MORE PRINCIPLES What is […]

How much should be invested in building the brand?

Posted in Brand Strategy

Marketing Principle for Growth GROWTH: Long-term growth is optimized by a mix of Brand and Promotional communications. 62% brand is a general benchmark, which should then be refined for each brand. MORE PRINCIPLES In the last 10 years, marketers have shifted budgets from brand building activities to direct response promotions. Perceived short customer journeys of […]