I’ve been asked to teach a course in applied brand strategy to executive MBAs at a major business school
This means that I need to plan for the class and the things I want to teach MBA students.
Also, I want to create a foundational home for my thinking and writing about brand strategy.
That’s this page.
Below, you’ll find a regularly updated selection of my thinking on brand strategy and brand management.
I’ll include ideas around brand codes, research, marketing’s role in delivering on your strategy, and pricing.
Bookmark this spot!
Market Orientation: This is the root of successful marketing and branding. It is the need for a successful marketer to take a step back and see the market through the eyes of their customers.
- Market Orientation: The Foundation of Effective Marketing: In this post, I go through the foundations of my learning what marketing really is and how I settled on the understanding of value.
Market Research: If you buy market orientation as the default setting of marketing, you know that the next step has to be market research.
- Research = Opportunity: This is a case study of a half dozen market research efforts I took part in during 2021-2022. The basics of market research if you want a good starting point.