In B2B, It's Brand or Bust
In B2B marketing, brand inconsistency erodes trust and ROI. Scalable infrastructure—not just guidelines—is essential for consistency and growth. Read more.
Three Modern Branding Challenges: Market Hyper-Dynamics, Breaking Through, Short-Termism
Branding — Tue., May. 6, 2025The second edition of Aaker on Branding reflects on how branding has changed in the past 11 years. Although the fundamentals remain the same, three challenges have been magnified: hyper-dynamic strategic environments, hostile communication contexts, and short-termism.
Disruptive innovation is more frequent, fast, and impactful due to the digital revolution. The challenge is to move branding from a tactical afterthought to a central part of the strategy team, creating barriers and positioning the brand to win. Brands need to create self-expressive benefits and break through the hostile communication context.
The third challenge is short-termism, appealing to immediate sales and profits. The solution is to show that creative brand-building can deliver short-term results and develop on-brand programs. This article is based on the 2nd edition of Aaker on Branding and includes additional resources on brand strategy.
... continue reading below
Enter your email address to continue reading
Three Modern Branding Challenges: Market Hyper-Dynamics, Breaking Through, Short-Termism
Don't worry ... it's FREE!
