NB Thinking - case studies - selectapecs. Selectspecs.com are at a crucial stage in the growth cycle where the successful business model that exists in the UK can now be rolled out internationally. Key markets had been identified and a clear brand expansion strategy was required to propel the business forward. Having written the 12 month PR strategy for UK activity, I was best placed to advice on how to proceed and the correct brand model to employ for international growth. By conducting an initial one day workshop with the senior management team, we were able to address some of the key considerations and critical factors that will influence the planned implementation and phased roll out of the business globally. The open discussion forum included: What makes the business ripe for international expansion at this time? Launching any global brand or extending an existing model internationally requires considerable planning at the outset to ensure the optimum opportunity for success.
What were the issues? The Science and Art of Branding. Branding Truth #6: Avoid Sub-brands at All Costs - Articles & Books - Polaris Inc. Greg E. Stine 08/01/2002 “The easiest way to destroy a brand is to put its name on everything.” Al & Laura Ries22 Immutable Laws of Branding One of the most common mistakes made by marketing professionals is the over-reliance on sub-brands as a means for introducing new products or services. Often referred to as line extensions, this marketing strategy not only usually fails to create a market for the new product or service, but the parent brand also suffers as a result. This statement may surprise you because you see it everywhere. Coke was followed by Diet Coke, Cherry Coke, New Coke, Vanilla Coke; 7 UP was followed by Diet 7 UP, Cherry 7 UP, 7 UP Gold; Fed Ex Overnight was followed by Fed Ex Ground; United Airlines was followed by United Express. When scholars have studied the successes and failures of the strategy of line extensions or sub-brands, the initial success of a sub-brand is usually followed by not only the decline of the sub-brand, but the parent brand as well.
Brand Strategy Decision: Masterbrand or Sub-brand? We are happy to answer marketing questions of all types here on Branding Strategy Insider. Today, Heather, a Marketer in Detroit, Michigan asks… "Hi Brad and Derrick- I'm a new reader of Branding Strategy Insider, and I have a branding question for you. I just began working as a marketing manager at an automotive aftermarket company. So the question becomes: 1) Do we keep one master brand (with different consumer segments), and just change the way we talk to each group? 2) Or do we have two separate brands? 3) Or do we have a separate sub-brand for group B?
Thanks for your question Heather. . · How different are the brand messages for the different customer segments? · Are some of those messages offensive or turn offs for other customer segments? The more different or offensive the messages, the more compelling it is to create separate brands or at least sub-brands. Have a question related to branding? Sponsored by: The Brand Positioning Workshop. Business to Business (B2B) at Branding Strategy Insider. The Blake Project offers a highly facilitated, day long, workshop that is designed to gain complete consensus among your organization’s management team and marketing leadership on the brand’s target customers, essence, promise, personality and archetype. A compliment to our one-day and two-day brand positioning workshops for B2C brands, this workshop integrates insights about the elements that most often differentiate business to business companies from each other.
We work with you to develop your B2B brand’s position in its current marketplaces, while designing flexibility for its future growth. This includes identifying, analyzing and selecting the brand’s target audiences, competitive frame of reference and key customer benefits (functional, emotional, experiential and self-expressive). The workshop focuses on developing the brand’s essence, promise, personality and archetype.
We believe that the primary brand benefit should deliver against these objectives: Read More.