Brand Strategy – Page 2 – Higher At Work

7 Sep

A customer-centric approach for Brand differentiation

In

Today, a key challenge for brands is to differentiate themselves in highly competitive markets. Internet helps customers enjoy tremendous ease of access and they are spoilt for choice in most categories. In their perception, everything else being equal, price becomes the primary driver of what they choose or buy. For [...]

4 Sep

A marketer’s guide to great customer interviews

In

A crucial element of marketing success is the ability to understand customers and gather great insights for marketing action. This article shares a few guidelines to conducting great interviews with stakeholders – customers, partners, employees, external experts and more.

1 Aug

Market Segmentation: Understanding people, not just data

In

For accurate segmentation, we need to take into account customers’ life journeys and the deeper motivations and anxieties that are shaped by their life experiences.

5 Jan

B2B technology brand positioning: A collaborative approach

In

How are your customers are changing and adapting to the new ways of living and working? Can you help them with your products, services and communication? Are you finding it difficult to differentiate your offerings in a highly competitive market? Why would your customers choose you over others? Technology has [...]

7 Dec

Brand differentiation through listening deeply

In

Top tip to create powerful #brand propositions for your stakeholders. Listen deeply, ask earnestly and draw from wisdom of all. Time and again, listening to small groups of loyalists has led us to most relevant and powerful #propositions for our clients. Internal conversations, expert inputs and desk research provide a macro understanding of trends [...]

2 Dec

Brand personality for B2B technology brands

In

We love our technology. We love the technology we develop even more so. It, usually, is one of its kind and solves a major problem for the potential users and customers. Then we start selling it and are incredulous when customers bracket us with so many other available options and [...]

24 Jun

Culture of Airports

In

I stood with about 200 people ahead of me in the famous Heathrow immigration queue. After waiting for more than an hour, I was greeted by a hostile immigration officer who clearly thought I shouldn’t have renewed my very valid visa to stay and work in London. I couldn’t help [...]

22 Jun

Power of deep listening in crafting propositions

In

Maman is a young English teacher in a small town in West Bengal. She teaches in the first English medium Madarasa in the country. She believes children is key to societal progress and teachers have a critical role in shaping them. Dynamic and committed, she believes that children are active [...]

25 Apr

Designing for financial sustainability of social venture

In

Sharan has worked in education and volunteering for over 2 decades. Deeply committed to creating transformation at large scale, he has recently been chosen to lead one of the largest social funding organizations in India. He now wants to bring together his personal commitment, resources in his team and the [...]

23 Apr

Early success: building confidence in numbers

In

Rahul is a young and idealistic trainee teacher from Orissa. Coming from a family of teachers, he believes that education has the power to reform the nation. It is this aspiration for nation building, that drew him to teaching as a profession. An English post-graduate, he was pursuing a Bachelor [...]

Category: Brand Strategy

A customer-centric approach for Brand differentiation

A marketer’s guide to great customer interviews

Market Segmentation: Understanding people, not just data

B2B technology brand positioning: A collaborative approach

Brand differentiation through listening deeply

Brand personality for B2B technology brands

Culture of Airports

Power of deep listening in crafting propositions

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