How Brand Influencers And Brand Ambassadors Are Different


How Brand Influencers And Brand Ambassadors Are Different

While on a recent Twitter Chat, someone said brand influencers and brand ambassadors were the same thing. But they’re not. There’s actually a crucial difference between the two, and it involves MONEY. And if your company or brand is looking at using in any sort of influencer marketing programs, you’ll need to know the difference. Source: How Brand Influencers And Brand Ambassadors Are Different Rights to all content (text, images, videos etc.) with post source. If you think these are wrongly attributed email us

Marketing: What are brands for?

Marketing: What are brands for?


Marketing: What are brands for?

When Imperial Tobacco, the world’s fourth-largest cigarette-maker, said in July that it would spend $7.1 billion to expand its business in America, its chief executive, Alison Cooper, was adamant on one point: it will not be buying companies. Instead, in a three-way deal with Reynolds American and Lorillard, it will pick up a factory, a sales force and, above all, a collection of brands. Two of them, Winston and Blu (an electronic-cigarette brand), will be “the focus for the lion’s share of time and money invested”. No management expert would think it strange that Imperial would spend the best part of $7 billion on something as ethereal as brands. They are the most valuable thing that companies as diverse as Apple and McDonald’s own, often worth much more than property and machinery. Source: Marketing: What are brands for? | The Economist Rights to all content (text, images, videos etc.) with post source. If you think these are wrongly attributed email us

Why Brand Management Will Replace Marketing

Why Brand Management Will Replace Marketing


Why Brand Management Will Replace Marketing

P&G’s decision to formally end the era of “marketing” at the company and make the shift to brand management may accelerate what amounts to much more than a title change for marketers generally. It could point to a fundamental re-examination of the role of the people responsible for brands. While “marketing” and “brand management” are often treated as synonyms, there is an important distinction between the two terms. Marketing focuses on the activities associated with the promotion and distribution of products and services. Brand management has, for many, been historically focused on identity management but is now much more concerned with the active management of the market value and competitive strength of a brand as an (intangible) company asset. Marketing is about spending money. It’s how brands accumulate value. Brand management should focus on how products continue to wrap story and distinction around what they offer to increase competitiveness and build loyalty. The two are linked – but different. Marketing is the means. Brand management should be the goal. Source: Branding Strategy Insider | Why Brand Management Will Replace Marketing Rights to all content (text, images, videos etc.) with post source. If you think these are wrongly attributed email us