Best of Brand Marketing Distilled – 09/02/2011

In Brand Solutions by Distility1 Comment

Best of Brand Marketing Distilled is our weekly distillation of the best of brand marketing and business intelligence. We hope the ideas and articles are fuel for your organization’s planning and success.

This week we offer a distillation of five brand marketing and strategy pieces which address creating innovative offerings for your brand, how simplicity can allow your offering to cut through the noise, the consumer decision journey and our piece on brand architecture. 

  • Harvard Business Review: Steve Jobs’s Ultimate Lesson for Companies
    To cause the disruption that Apple has achieved, companies will reach consumers by creating products that make our hearts sing.  In Steve Job’s words,  “Technology alone is not enough. It’s technology married with the liberal arts, married with the humanities, that yields the results that makes our hearts sing.
  • McKinsey: The Consumer Decision Journey
    McKinsey’s take on the consumer buying process and how it has changed.  Full disclosure – to view entire piece, McKinsey will make you sign up for their free newsletters.  The piece includes an update on traditional sales funnel to be a more modern swirling circle.  In the Distility Rebranding Branding Blog, we repeat, potentially at nosium, that the goal of brand building is to build a virtuous circle of brand awareness, sales and loyalty.  The McKinsey summary of the consumer buying process is that it proceeds from Initial Consideration, Active Evaluation, Sales Moment, Post Purchase Experience and ultimately repeats through a Loyalty Loop.

This Week’s Top Distility Rebranding Branding Content

  • What is Brand Architecture?
    Brand architecture is a higher level plan of your brand eco-system, so you can determine how to best build and scale your brand over time.