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Brad VanAuken, The Blake Project
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Organizations often find themselves at a stage in their development in which the number of brands and named products that they are managing has gotten out of control. This could be due to a series of mergers and acquisitions or... Continue reading
Posted Jan 7, 2013 at Branding Strategy Insider
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As brand marketers, it is useful to understand the basic needs that drive human emotions and behaviors. Abraham Maslow’s hierarchy of needs addresses this, as does Artur Manfred Max Neef’s classification of fundamental human needs. Albert T. Poffenberger, Ph.D. devotes... Continue reading
Posted Dec 21, 2012 at Branding Strategy Insider
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Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. To that end we're happy to answer your marketing questions. Today we hear from Pam, a brand manager in Cincinatti, Ohio who writes… "We have done... Continue reading
Posted Dec 11, 2012 at Branding Strategy Insider
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Today on Branding Strategy Insider, another brand strategy question from the BSI Emailbag. Malcolm from Rockville, Maryland writes: "I’m an editor for a trade magazine covering the pharmaceutical and consumer health care product markets. I’m working on a story about... Continue reading
Posted Oct 25, 2012 at Branding Strategy Insider
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Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. To that end we're happy to answer your marketing questions. Today we hear from Chris, a Vice President of Marketing and Communications in Louisville, Kentucky who... Continue reading
Posted Oct 4, 2012 at Branding Strategy Insider
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Today on Branding Strategy Insider, another brand strategy question from the BSI Emailbag. Carla, a Senior Marketer from Kansas City, Kansas asks: “I'm researching sub branding and would like to know if you could provide reasons a company should think... Continue reading
Posted Oct 1, 2012 at Branding Strategy Insider
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After 50 years of “We try harder,” AVIS Car Rental has announced that it will replace that slogan with a new one, “It’s your space.” When introduced, “We try harder” was lauded as a brilliant counterpoint to Hertz’s #1 position... Continue reading
Posted Sep 21, 2012 at Branding Strategy Insider
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Now that we have thousands of blog posts on the topic of brand management here on Branding Strategy Insider, I thought it was time to revisit what a brand is. I will list my favorite definitions but hope that you... Continue reading
Posted Sep 17, 2012 at Branding Strategy Insider
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Today on Branding Strategy Insider, we're taking another question from the BSI Emailbag. Manuel, a student of marketing in Frankfurt, Germany asks... “I’m studying market research and we recently discussed brand strategies. The topic was why companies like Procter &... Continue reading
Posted Sep 14, 2012 at Branding Strategy Insider
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Many of the organizations that we have worked with have discovered that they can rejuvenate their brands by redefining the brands’ target customers. Brands can be revitalized by targeting new customers that: Have specific needs that are better suited to... Continue reading
Posted Sep 10, 2012 at Branding Strategy Insider
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Brands that tap into people’s deepest desires make strong lasting connections with those people. Deep desires most often come from a feeling of lack but can also result from seeking a place of safety, peace or comfort. The following are... Continue reading
Posted Aug 31, 2012 at Branding Strategy Insider
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The conventional wisdom is that marketing expenditures help brands steal share from their competitors. This assumes a fixed pie in which one competitor’s gain is another competitor’s loss. This also implies that products and brands are at least somewhat interchangeable... Continue reading
Posted Aug 29, 2012 at Branding Strategy Insider
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Distribution contributes to customer brand insistence in two ways. First, it increases brand accessibility so that brand preference is more likely to be converted to brand purchase. But, more importantly, it increases brand exposure, which increases brand awareness. So distribution... Continue reading
Posted Aug 24, 2012 at Branding Strategy Insider
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Today on Branding Strategy Insider, we're taking another question from the BSI Emailbag. Paul, a Reporter for Teradata Magazine asks these questions on analytics for branding: Why is brand building important for businesses? Brands allow businesses and their products and... Continue reading
Posted Aug 21, 2012 at Branding Strategy Insider
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We regularly answer marketing questions here on Branding Strategy Insider. Today we hear from Karen, a Vice President of Global Marketing in Los Angeles, California who writes... "Should brands support positions that discriminate against certain segments of society? Chick-Fil-A against... Continue reading
Posted Aug 14, 2012 at Branding Strategy Insider
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Our research over the past twelve years has shown that brands whose values align with their customers’ values have much stronger brand equity as measured by brand preference, loyalty and emotional connection. I recently read Jim Stengel’s book, Grow: How... Continue reading
Posted Aug 7, 2012 at Branding Strategy Insider
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An interesting side story on the London Olympics (Games of the XXX Olympiad) is the power of brand sponsorships and the battle against ambush marketing. Olympic organizers have hired about 250 “brand police” to patrol the London streets to make... Continue reading
Posted Aug 6, 2012 at Branding Strategy Insider
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An interesting side story on the London Olympics (Games of the XXX Olympiad) is the power of brand sponsorships and the battle against ambush marketing. Olympic organizers have hired about 250 “brand police” to patrol the London streets to make... Continue reading
Posted Aug 6, 2012 at Branding Strategy Insider
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We regularly answer marketing questions here on Branding Strategy Insider. Today we hear from Mike, a Vice President of Global Marketing in Atlanta, Georgia who writes... "We are a mid sized software company that is starting to grow into geographic... Continue reading
Posted Jul 23, 2012 at Branding Strategy Insider
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Conventional brand repositioning wisdom is to alter the brand’s position incrementally from the established position, playing off of current assumptions about the brand. It is usually a very tricky and subtle exercise that requires deep customer insight. And yet, some... Continue reading
Posted Jun 26, 2012 at Branding Strategy Insider
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Brand marketers should keep the following in mind for building strong brands: 1. Do we really understand what motivates our brand’s target customers? 2. Does the brand have a point of view? Does it stand for something? 3. Does the... Continue reading
Posted Jun 15, 2012 at Branding Strategy Insider
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Brand architecture issues almost always arise in the midst of our brand consulting assignments. Following are the most frequent problems we encounter with our clients: There are too many overlapping brands due to growth through mergers and acquisitions The brand... Continue reading
Posted Jun 14, 2012 at Branding Strategy Insider
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Many brands focus on being trustworthy, reliable, maintaining high quality standards, developing innovative product and service solutions, delivering outstanding customer service and being highly responsive to customer requests. These areas of foci have led to continuous improvements in customer experiences.... Continue reading
Posted Jun 13, 2012 at Branding Strategy Insider
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Today on Branding Strategy Insider, we're taking another question from the BSI Emailbag. Terry, a Vice President of Marketing at a National restaurant chain in Atlanta, Georgia writes: "Hi Brad and Derrick I came across your blog via Google search... Continue reading
Posted Jun 10, 2012 at Branding Strategy Insider
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Today on Branding Strategy Insider, another question from the BSI Emailbag. Ahmed, an entrepreneur and brand marketer in San Francisco, California writes: "I own a modern furniture company and sell numerous brands. At the same time, I want to build... Continue reading
Posted Jun 7, 2012 at Branding Strategy Insider