Building and maintaining a successful brand

Creating brands people love seems easy. Just look around at all the wonderful brands that we experience every day. Yet, creating brands people love requires more than simply love of a product and creative advertising – it requires intelligent, strategic and coordinated decisions in many areas of marketing. Packing, promotion, advertising, positioning, distribution and pricing are just some of the important factors that, when successfully managed, lead to profitable brands that matter to customers.

In the following videos I’m going to focus on an assortment of issues regularly faced by marketing and brand managers such as media, brand extensions, brand names, digital marketing, packaging and so on. Importantly though, though, none of those decisions will matter unless your basic product or service offing is on target. The product of service itself is the starting foundation of a great brand.