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Impulse Purchasing Is the New Normal

Posted by Anh Ta
April 23, 2015 at 1:47 PM

Signature | Impulse Purchasing Is the New NormalIn the past week I’ve made the following purchases: a condo based on a listing forwarded to me by my sister whose judgment and expertise I trust because she is a realtor; a pair of hiking shorts based on the image and price I saw in a banner ad; a tent based on a Facebook promo in my feed; and a slew of other Amazon Prime purchases that I can’t recall due to their lack of exceptionality.

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Topics: Brand Building, Brand Identity, Product Experience, Brand Awareness

Your Launch Team Is Bigger Than You Think

Posted by Mike Covert
April 16, 2015 at 4:07 PM

Puzzle_Pieces | Your Launch Team Is Bigger Than You ThinkIf you’re designing your product launch strategy with only the consumer in mind, you’re selling your brand short. Author and management expert Ken Blanchard noted “the greatest leaders mobilize others by coalescing people around a shared vision.”

Too many times in a product launch, each link in the value chain is working towards distinct, disparate goals rather than a cohesive vision that unites the team. The most successful product launches first identify all the stakeholders’ needs to create a shared purpose that engages the whole value chain.

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Topics: Brand Perception, Brand Strategy, Product Launch, Launch Strategy, Value Chain

The Many Faces Of Product Launch

Posted by Mike Covert
April 1, 2015 at 2:19 PM

The Hero | The Many Faces of Product Launch

Brand-building is all about telling stories, and your product launch is the main character, complete with its own personality that you have to understand if you’re going to execute it right. It’s important to have a good grasp on the many characterizations of products in the pipeline and the expectations they each carry in order to create a shared vision and plan for the path to market success. Let’s meet the usual suspects and review strategies for working with each.

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Topics: Brand Building, Brand Perception, Brand Identity, Launch Marketing, Product Launch, Brand Design, Launch Strategy

Is Meerkat the Next Twitter? Lessons from a SXSW Launch.

Posted by Katie Cantu
March 27, 2015 at 3:53 PM

http://www.ignitepartnership.com/hs-fs/hub/309766/file-2678966168-jpg/Meerkats.jpgEvery spring, the city of Austin, Texas, is consumed by the South by Southwest festival. Thousands of people flock to SXSW to attend the music and film portion. But in the last decade, it isn’t the musicians and actors that seem to make the biggest splash at South by Southwest. It’s the nerds.

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Topics: Brand Building, Brand Perception, Brand Identity, New Product Launch, Launch Marketing, Product Launch, Brand Design, Launch Strategy, SXSW, South-by-Southwest, Meerkat

Could Product Launch Save Your Brand?

Posted by Eric Harris
March 23, 2015 at 9:28 AM

Product LaunchThe world has changed. Brands can become irrelevant overnight, and competitors are developing entire categories that replace core product offerings in record time. With brand loyalty at its lowest in decades, what's an expert marketer to do? Consult our flowchart to find out if product launch can save your brand.

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Topics: Brand Building, Brand Perception, Brand Strategy, Launch Marketing, Product Launch, Launch Strategy