New Breakthrough Methods Needed to Tackle `Broken’ Branding
Published 3/9/2009
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Summary
Traditional brand positioning is simply no longer making the grade in today’s multichannel, multiplatform world.
In a study of CMOs conducted by the Verse Group and Jupiter Research, the vast majority (87%) of U.S. respondents reveal they believe branding initiatives need to be more flexible, accountable and integrated. Nearly two-thirds (63%) of respondents indicated traditional brand positioning and advertising are losing their effectiveness in attracting new customers and are “broken”.
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Kathy Kozak wrote:
First time I've heard of narrative-based branding. What is it and how does it differ from what is being done today?
Posted on : 3/24/2009
Randall Ringer wrote:
The standard approach is brand positioning -- which is a 30+ year old method. Narrative Branding is a new marketing method designed for today's world. Independent research has shown the method to be more effective than branding positioning. You can learn more about it at www.versegroup.com
Another narrative-based method is Brand Journalism which was developed internally at McDonald's.
Posted on : 3/28/2009
Julie James wrote:
Why didn't he answer her question rather than direct her to the website. Isn't there a basic definition of "narrative branding" ?
Posted on : 11/10/2009