Brand Strategy Archives - Page 11 of 13

4 Questions That Will Strengthen Your Brand’s Iceberg

by Clay Ostrom | Last Updated: Feb 3, 2023 | Brand Strategy, Customers, Strategy

< Back to The Campfire There’s a popular metaphor in the strategy world of comparing your company’s brand to an iceberg. The idea is that your identity (name, logo, colors, and such) are like the visible “tip” of your brand. Lying below the surface are the strategy...

Why Your Brand Could Fail If You Don’t Write Things Down

by Clay Ostrom | Last Updated: Jul 18, 2020 | Brand Strategy, Entrepreneurship, Experiments, Psychology, Writing

< Back to The Campfire When it comes to business decisions, relying on your memory could be fatal.I track my time at work with a tool called Harvest. It’s super simple to use. Every day I log how long I worked on different tasks for each of my projects. The data is...

How To Use Your Positioning To Plant A Flag In Your Customer’s Brain

by Clay Ostrom | Last Updated: May 14, 2023 | Brand Strategy, Entrepreneurship, Marketing, Positioning, Psychology, Startups, Strategy

< Back to The Campfire Over the past several years, I’ve had the opportunity to provide mentorship to college students at USC through the school’s entrepreneurship program. As I work with these students on their first business ideas, there’s a question I ask in...

What (And How) Your Customers Really Think About Your Brand’s Pricing

by Clay Ostrom | Last Updated: Feb 4, 2023 | Brand Strategy, Competition, Customers, Marketing, Positioning, Psychology, Sales, Strategy

< Back to The Campfire To attract and convert customers for your business, it’s important to understand how they think about the price of your offering. There are lots of factors around price that influence a customer’s decision to make a purchase. Some of those...

Feels Versus Features: Which Brand’s Phone Has the Best Messaging And Marketing?

by Clay Ostrom | Last Updated: Jul 18, 2020 | Brand Strategy, Competition, Customers, Marketing, Messaging, Psychology, Strategy

< Back to The Campfire At this point, we’ve been fully saturated with content about the latest batch of phones. We’ve seen the presentations, read the articles, watched the videos, and listened to the podcasts. The product features have been dissected and folks...

How To Build A Strong Brand Strategy Bridge For Your Business

by Clay Ostrom | Last Updated: May 14, 2023 | Brand Strategy, Competition, Customers, Entrepreneurship, Messaging, Positioning, Startups, Strategy

< Back to The Campfire Ask ten different business owners how they define the brand strategy for their business and you’ll likely get ten very different answers. Not just in terms of content, but in structure as well. The concept of “brand strategy” is so broad,...