On Branding

New Methods and Models for Brand Marketing

It’s time for us to move beyond the purpose-driven “why” framework and other brand models that focus exclusively on the customer in a static state. A new approach, focusing on “who” the customer becomes through engaging with the brand, emphasizing their aspirational identity and transformational journey, should be explored. This model shifts the focus from what the brand sells to the value it adds to the customer’s life, underlining how a brand contributes to the customer’s personal growth, identity, and aspirations.

Thoughts on Branding

The Power of Mission, Vision, and Values Statements for SMBs
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For small and medium-sized businesses (SMBs), establishing a clear mission, vision, and values statement is more than just a create exercise; it’s a strategic necessity.…

Mastering Target Audience Identification in Small Business Marketing
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The temptation to cast a wide net, hoping to attract as many customers as possible, is strong. However, a large pool of potential customers is…

The Unique Dynamic of Business Owners and Partners
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In the world of business, one of the most critical factors for success is having trustworthy partners. These partners play a pivotal role in shaping…

Insights on Overcoming Barriers to Customer Engagement through Marketing, Advertising, and Branding
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With 20 years of experience in the marketing world, I’ve seen firsthand how challenging it can be to engage customers in a meaningful way. Engagement…

Brand History: Unique Selling Proposition (USP)
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Rosser Reeves was a pivotal figure in the advertising world whose contributions significantly shaped the mid-20th-century advertising industry and laid foundational principles that continue to…

Rethinking Brand Models
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We are beginning a new era in branding, and the call for a revamped framework is loud and clear. A new model centered around the…