Branding and Advertising Articles

Product-Level Brand Strategy

Branding 360, Healthcare, Museums, Nonprofits

Posted on February 7, 2017November 21, 2024 by Tronvig

In addition to the institutional Brand Pyramid, all products can have their own Brand Pyramids, Brand Maps and Competitive Advantage Diagrams. This allows you to market those

Competitive Advantage Diagram

Advertising & Marketing, Branding 360, Healthcare, Higher Education, Nonprofits

Posted on February 5, 2017June 20, 2024 by Tronvig

This diagram maps your brand offer as it relates to consumer needs.

Marketing Targets Diagram

Advertising & Marketing, Financial Services, Healthcare, Museums, Nonprofits

Posted on February 4, 2017November 21, 2024 by Tronvig

The Marketing Targets Diagram presents a strategic hypotheses that clarifies which of your marketing targets should have marketing resources applied toward them, which of them should be

On Organizational Alignment

Branding 360, Financial Services, Healthcare, Museums, Nonprofits, Organizational Alignment

Posted on February 3, 2017November 21, 2024 by Tronvig

Organizational Alignment strategy featured image

Organizational alignment allows you to complete the loop from marketing communications and your brand promise all the way through to the lived experience of your consumers.

Jazz in Marketing (La La Land and the Brand of Jazz)

Advertising & Marketing, Branding 360, Other thoughts

Posted on January 30, 2017December 10, 2024 by Joyce Kwon

Why are marketers and advertisers keen to slap the word “jazz” on unrelated things from movies like La La Land to cologne and fruit?

Branding Eats Policy for Lunch: How the Trump Brand Won in 2016

Branding 360, Other thoughts

Posted on December 29, 2016June 20, 2024 by Ben Jenkins

Donald Trump won the presidential election by doing what we tell our clients to do every day. He rigorously stuck with the Trump brand.

History Brands (History and the Mechanisms of the Mind)

Branding 360, Other thoughts

Posted on November 30, 2016August 16, 2024 by James Heaton

We like clean narratives because they are easy to hold and remember. This goes for history, and for branding. What will history make of our time?

The Experiential Museum

Culture, Museums

Posted on October 31, 2016December 10, 2024 by Joyce Kwon

Are interactive features like card-making booths at museums “infantilizing prattle” distracting from the art? Or a way to engage audiences who might otherwise be lost?

Culture Eats Strategy for What?

Branding 360, Financial Services, Healthcare, Nonprofits, Organizational Alignment

Posted on October 26, 2016August 16, 2024 by James Heaton

Does culture eat strategy for lunch? Not really. But will a misaligned culture eat up your strategic efforts? Probably. Does it make sense to pay careful attention