Posts Tagged ‘brand analysis’

Conducting a Competitive Analysis

Thursday, June 4th, 2020

Competitors are a fact of life for businesses of all types and sizes. Even if you think you have no competition (and some companies do think this), you do! We like to define competition, broadly, as “any available alternative to what you have to offer.” For instance, I worked in the healthcare industry for a number of years, leading the organization’s marketing efforts. We had direct competitors (other hospitals and clinics) serving the same market we served. We also had indirect competitors—Google search for instance. How often have you gone online to find information about some medical issue rather than make an appointment to see the doctor?

The point is, we all have competition. (more…)

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Why You Should Build Your Brand Based on Reality—Not Advertising Campaigns

Thursday, August 17th, 2017

20846299 - typography illustration poster of brand management wordsMarketers are understandably concerned about building and protecting strong brands. An Economist article from a few years ago discusses the power of brands.  “Brands account for more than 30% of the stock market value of companies in the S&P 500 index, reckons Millward Brown, a market-research company. Everyone knows that a Ralph Lauren Polo shirt costs more than a polo shirt; Coke without the logo is just cola.”

But, brand-building efforts are sometimes misguided– (more…)

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