brand management Archives - Page 2 of 3 - Wakeman Consulting Group

AirBnB Focuses on Their Brand: Cash Follows!

AirBnB credits an emphasis on “top of funnel” marketing with their best quarter ever. I agree. You build a brand by establishing top-of-mind awareness with your customers. That starts by hitting people in the emotional areas… In this example, the focus on PR is key because things like the Barbie Dreamhouse emphasize long-standing mental connections that […]

Some Notes From My Brand Management Class…

Hey! If you like the notes…share this with someone that might enjoy it as well. I’m teaching a brand management class to some executive MBA students this year… So, this weekend, I’ve been working up some lecture notes, some resources, and some ideas to work into my teaching. I figured I would share some of […]

Brand Purpose is BS if it doesn’t cost you money…

In my #brandmanagement class I teach that brand purpose is BS unless it costs you money. The Guardian puts that notion on display with their global ban on taking advertising from gambling companies. Y’all might not think this matters much because people should be able to gamble if they want to. (I totally like playing poker so I’m […]

Bud Light’s Declining Sales are About More Than a Boycott!

Lots of comments on this The Wall Street Journal story about the decline in sales of Bud Light, tying the sales decline to a “boycott”. I’m skeptical of that line of reasoning. It is too simplistic for me. While it is likely that this “boycott” is having some impact on demand, I’d tag the larger challenge on poor #brandmanagement by AB […]

7 Brand Management Tips for Folks in Professional Services…

Hey! I’m doing a special webinar on Thursday, June 15 at 1 PM Eastern focused on helping folks in professional services do a better job with their brands. This is coming off the back of the one I did on June 1 for AudienceView that was focused on people in the world of tickets. As a preview, […]

5 Key Takeaways: Brand Management Webinar

Next week, I’m doing a free webinar on Brand Management for ticket selling organizations in partnership with the folks at AudienceView. SIGN UP HERE! I’ve been mapping out the presentation this afternoon and I’ll let you see behind the curtain to what the big areas of focus will be next week. Defining what a brand […]

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 […]