brand Archives - Wakeman Consulting Group

💄Glossier: Now at Sephora! Let’s Talk Brand Strategy!

February 26, 2023
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Get this note delivered each week: The Business of Value Hi! So…I took a walk with my lady last night and she said, “I have a branding question I want to ask you.” She walks me over to the window of Sephora and shows me the sign for Glossier in the window. “What do you think?” “It […]

Brand Management Matters In Sports, Yes. But Everywhere…

This is from ‘Talking Tickets’, get it FREE each Friday and don’t miss any actionable analysis. 3. How To: Brand Matters in sports and any organization: Big Ideas: A strong brand helps you gain pricing integrity. A strong brand helps you build loyalty. A strong brand helps you generate demand. I like this piece from Jess […]

Most Brand Extensions Fail, but SITix has a Path Forward!

SI Tix has a new business model and is looking to disrupt the resale market: Big Ideas: Most brand extensions fail because there isn’t enough value from the new business for the brand to carry any way. SITix.com could find themselves in a position where there are paths for them to buck this trend. The […]

October 16, 2017
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I grew up in a business environment that was entirely strategy driven. What is the value you create and/or want to create for your target market? Who can use what you create and/or is willing to buy it? How do we reach these people? Which specifically means that we had a pretty well lined […]

Renewing your brand:

In time even the best brands can become stale. So the need to renew or refresh our brand is going to touch all of us at some point. If you buy into the premise that all brands should have a level of aspiration to them, the best way to ensure that your brand is constantly […]

All Brands Better Have A Point Of View:

We talk a lot about all kinds of things surrounding branding… And, one of the things that gets overlooked all too often is the idea that a brand should and better have a meaningful Point of View. How do you really define a meaningful POV for a brand? Its not as difficult as you think. […]