Branding Strategy Source is a blog and knowledge hub dedicated to branding, marketing strategy, and brand management. It is authored by Brad VanAuken, who also runs a brand strategy consultancy called BrandForward, Inc. The site provides insights, articles, and teaching material covering the essentials of brand development, research, positioning, architecture, and communications.
Key Themes & Content Focus
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Brand Research & Positioning: Guidance on how to identify customer insights, understand markets, and position a brand effectively.
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Brand Architecture & Extensions: Explores how master brands, sub-brands, and product extensions affect overall equity.
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Equity Measurement & Metrics: Articles explain methods to track brand strength, loyalty, and value.
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Brand Communications & Simplicity: Highlights the importance of clarity, consistency, and simplicity in messaging.
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Practical Tools & Teaching: Provides exercises, templates, and e-learning courses for professionals and students.
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Thought Leadership: Reflects on current trends such as digital transformation, AI, and the evolving role of marketing.
Strengths & Considerations
| Aspect | Strengths | Considerations |
|---|---|---|
| Expert Voice | Authored by an experienced brand strategist with consulting background | Content reflects the author’s perspective; complementary sources may be useful |
| Comprehensive Coverage | Addresses positioning, architecture, equity, and communications | Does not emphasize highly tactical areas like SEO or paid advertising |
| Educational Value | Offers templates, tools, and structured learning options | Some advanced tools or courses may require payment |
| Relevance | Continues to share new insights with updated articles | Older posts may contain dated practices |
| Target Audience | Useful for marketers, brand managers, founders, and students | Less suitable for readers focused only on short-term performance marketing |