Month: April 2016

Upcoming Webinar: Reframing How Brands Expand Globally

One for my States-side friends. (It’s a little early for most in my part of the world.) Please join Pete Canalichio, Managing Partner at Licensing Brands Inc, and me for a LIMA webinar on May 5 (EST) as we use several case studies to show how top licensors are utilising brand expansion through licensing to help maximize shareholder value and meet their long-term business objectives. Find out more at: http://www.licensing.org/news/new-webinar-420-risk-assessment-management/#sthash.ivAfOiYj.dpuf

Engaging senior leaders around brand

By Mark Di Somma

Recent conversations have served as a reminder that not all senior leaders regard brands as something they should be involved with. If you’re struggling to get your senior team to put important brand matters on the executive agenda, here’s some reminders by way of making the case for greater consideration.

Building brand equity

By Mark Di Somma

Brand equity is the added value element of your brand. I often refer to as “emotional margin”. It’s frequently measured as the gap between the price your brand can command through its very presence compared with how consumers value non-branded products in your category.

The many stories of every brand

By Mark Di Somma

Much is made of the idea that your brand is what people say about you when you are not in the room. However, brands are defined by more than reputation and stories are told and spread by more than just consumers. Some stories you control. Many you can’t.

Sentimental brands and the power of memories

By Mark Di Somma

In a world besotted with the new, sometimes the most powerful thing a brand can do is take people back to a time and a sentiment that feels comfortable and familiar.

How should you choose your brand values?

By Mark Di Somma

The choice of values and the nature of those values comes up a lot in any team looking to change what it stands for. Sometimes it comes up overtly. More often, it comes out in a reluctance by some to ‘move on’ from what they know because they are concerned that leadership is not up to the task or they will end up compromising their professional integrity.

Losing control of your brand

By Mark Di Somma

Apple’s recent stand-off with the FBI refocuses the dilemma of what to do when someone has used your product in a way that was never intended. What should brands do to influence or change how their products are used?

5 ways to keep your brand current

By Mark Di Somma

One of the hardest judgment calls for brand managers is relevance. Brands must change to stay consistent yet they must also remain recognisable in order to preserve brand equity. So what should you change, and when?

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Month: April 2016

Upcoming Webinar: Reframing How Brands Expand Globally

Engaging senior leaders around brand

Building brand equity

The many stories of every brand

Sentimental brands and the power of memories

How should you choose your brand values?

Losing control of your brand

5 ways to keep your brand current