Solving for B°

Aligning your marketing goals with wider business objectives can be a major challenge, especially when it comes to budget allocation. How do you make informed decisions when determining marketing spend?

In this episode of Solving for B°, Dr. Hari Sridhar, Associate Professor of Marketing at Texas A&M University, and Dr. Vikas Mittal, Professor of Marketing at Rice University, explain how brands can harness data analytics to create effective marketing spend strategies.

Learn not only how to allocate marketing budgets but also how to avoid common pitfalls that misalign the marketing plan and the business strategy. We hope you enjoy!

There have been more and more brands in the news for the wrong reasons lately. How a brand handles their mistakes is almost as important as the mistakes themselves. And with the twenty-four hour news cycle, it is less and less likely that a brand’s missteps will just go away.

So what should you do if your brand finds itself in the middle of crisis -- self-inflicted or otherwise? How should you react? When is the right time to respond?

In this episode of the Solving for B° Podcast, our experts discuss the role of your brand in a crisis. We offer real-life examples of how not to handle a crisis, as well as some tips on how and when to prepare for the worst. So sit back and enjoy this episode of the Solving for B° Podcast with BrandExtract.

An often overlooked part of a branding effort is the research phase. But our experts are here to tell you why that can be a critical mistake.

In this episode of the Solving for B° Podcast, CEO, Bo Bothe and Chairman, Jonathan Fisher are joined by Dr. Vikas Mittal of Rice University to discuss the importance and value of brand research. Using Arms Wide Adoption Services as an example, they’ll examine the difference between qualitative and quantitative research and review when it is best to employ each.

Finally, our experts will thoroughly review our recommended four step approach to brand research that includes: identifying key issues, developing concepts and ideas, quantitatively testing those ideas, and analyzing the data to build thoughtful brands.

Thanks for downloading the latest installment of the Solving for B° Podcast. We hope you enjoy!

In this episode of the Solving for B° Podcast Bo Bothe, Jonathan Fisher and Leslie Rainwater of BrandExtract discuss the many issues that can be uncovered and solved in the branding process. They offer insight into why branding should be considered a business solution and tell you why thinking of branding as simply a communication strategy is the wrong approach. They'll also provide some examples of situations that indicate a need for a rebrand. We hope you enjoy!

American consumers will often choose American brands over their international counterparts. But what's behind their affinity for these brands? Is it simple patriotism? Or is it something more?  In this episode of Solving for B°, Dr. Vikas Mittal joins us to discuss his research into the topic. He and Bo Bothe, President and CEO of BrandExtract, address the four distinct motivating factors behind the Buy American concept and what brands need to consider before diving utilizing this strategy. 

If you'd like to read Dr. Mittal's accompanying research on the Buy American concept, you can do so at the following places:

• SSRN: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2952636

In today's NFL, players have as big a platform as ever. It is their constitutional right to speak out about what they believe are problems facing the country. But what happens when the medium gets in the way of their message? How does the NFL, and its constituent teams, handle a topic that evokes such strong emotions? What can they do?

In this episode, we'll address those topics and provide insight into the things your brand should consider as it decides to take a position on an issue. We'll also discuss how to ensure that your message doesn't get lost in the medium that you choose. We hope you enjoy the latest installment of the Solving for B° Podcast.

In this episode of Solving for B° our experts examine the process of creating a brand that aligns with and accurately conveys a company's ethos. We'll also discuss which brand elements make up an identity and offer tips on how to make sure all your work is in perfect harmony.

There is lots of misinformation out there about branding a business or organization. In this episode of the Solving for B° Podcast Director of User Experience, Cynthia Stipeche; Brand Strategist, Leslie Rainwater; and Brand Manager, Ashley Horne join Digital Content Specialist, Chris Wilks to address some of the common myths associated with branding a company. We'll also discuss why believing these myths can minimize your brand's impact and ultimately, your bottom line.

Southwest Airlines has been an admired brand because they stay true to their core values throughout their entire organization. In this episode of the Solving for B podcast, our brand strategy team analyzes why the Southwest Airlines brand continues to be successful despite recent negative publicity for its competitors. You’ll take away our opinion of Southwest’s brand story, brand identity and brand positioning.

Branding plays a big role in the political process, especially in the recent 2016 election cycle. In this episode of the Solving for B podcast, our team dives into the importance of staying true to your brand, finding your voice and expressing your message in an effective way. We also dissect how branding has played a big part in historical U.S. elections.