I'm continuing with an arc based on a series of branding questions I've had over the past few months. I promised this arc in "Attract and Stick, Part 1" now available on AllBusiness.com.
The first question, "How does one rebuild or redevelop his brand? What are the steps?", I answered in two parts. The first part dealt with
- the existing brand being tarnished and now generating a negative impact in the target market and
- the corporation is losing market share and wants to re-establish itself in that market,
- the corporation is moving into new markets and wants to establish a brand in those new markets.
Now we consider "How do you know if your brand/logo is out-of-date? How do you tell?"
NextStage did quite a bit of research on this very issue. We documented some and not all of our findings in A New Branding Paradigm, Online and Off. Your brand/logo is out of date when your target audience no longer responds to it.(more to follow)
Please contact NextStage for information regarding presentations and trainings on this and other topics.
Upcoming Conferences:
- XChange on 20-21 Sept 07
- DC Emetrics Summit on 14-17 Oct '07
- Society for New Communications Research Annual Research Symposium & Awards Gala on 5-6 Dec 07 in Boston.
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