And in a world where competition in every brand category is only increasing, identifying a relevant way to set your brand apart can only help.
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You looked at your assets within the context of the digital world, and you figured out a way to make an old brand category newly relevant and exciting.
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With his oversight as CEO of Clear Channel, Pittman is once again not just taking on the competition (his own former company included), but reinventing a media brand category altogether.
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Trevor Edwards is vice president, global brand and category management.
You need an engaging brand within the category from which streaming music will flow.
For 2006, we've added a brand-new category devoted to online dating.
And it is profitable enough that there are ample resources available to keep on reinvesting in maintaining it as the best brand in its category.
We guess this is one of those loyalty metrics that came from questions that a research team decided meant loyalty, instead of what actual consumers said creates loyalty, based on what they considered important and expected emotionally and rationally from a category brand.
Scary in the sense that if you are a given brand in any category and even though your loyal customer has remained loyal for X number of years regardless of price, said customer is now willing to turn their back on you all for the sake of saving money.
Currently all the marketing and brand focus in the category is dominated by the camera and the storage.
But doing that will depend on the category in which the brand competes and where social networks make themselves strategically felt in the category.
The way in which nifty and innovative ideas come about and are brought to life can vary from one company and one category of brand to the next.
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The Smuckers would also like to convince Wall Street that the Crisco part of the deal makes sense, even though they weren't initially keen about picking up a sinking brand in a troubled category.
It provides 360-degree intelligence about their product interests, category interests, brand interests and competitor loyalty.
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Advertising can never be evaluated on creative strength alone, outside the category and the brand problems and strengths.
Starbucks, a rare brand that revolutionized an entire category with its approach to what many marketers once claimed was an unchangeable landscape, knows better than anyone how things can morph.
Despite some pricing missteps in 2011, the inherent strength of this brand and its ready adaptability to multiple platforms and devices suggest it will remain a growth brand in a highly volatile category.
Like Kleenex, Coke and Tylenol, the word Winnebago doesn't just name a brand, it defines a whole category.
The Soviets were ahead of us and we had some catching up to do in order to make our brand No. 1 in the category.
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Casio is positioning the EXILIM G brand in an "endurance" category, which demonstrates its determination to create digital cameras suitable for top athletes and adventurers.
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Brand Keys only started tracking the category back in 2011.
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It asked 3, 500 sports fans whether they found a brand distinctive, whether they felt loyal toward it and, most important, what percentage of their recent purchases in a given product category came from that brand.
For one brand in the ultra-competitive vodka category, the answer seems to have emerged during a marketing creative session in which the participants apparently helped themselves to a more-than-generous sampling of the product.
What follows is a part of the fascinating discussion Tom and I had about the challenge faced by the Captain Morgan crew and how the brand regained its solid footing as a category leader.
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There are actually instances in which the store brand is the most expensive product in the category.
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Despite its success, the brand didn't boost the overall gum category.
Apple still dominates the brand market with about 50% of the overall category.
Again, ask yourself (in a fair, balanced, non-partisan way, please) which brand best meets consumer expectations in an extraordinarily demanding category?
If Home Depot can't dominate a category by selling someone else's brand, it will create its own, just as Sears did with Craftsman tools and Kenmore appliances.
Not only is La-Z-Boy is gaining share overall, but its sales of stationary furniture, the larger segment of the furniture category and the one previously underdeveloped by the brand, are growing faster than recliners.
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