Embedded is a newsletter about brand as a marketing strategy by Michelle Wiles.
A brand is one of the best moats in business, capable of differentiating your products, justifying higher prices, aiding expansion to new categories, and driving repeat purchase, while lowering the cost of customer acquisition via awareness, trust and credibility.
But building a brand is not easy. It’s more than a set of guidelines or fresh logo. It lives in your employee’s minds and the decisions you make. It requires vision, collaboration and focus across many internal and external partners.
This blog is about how to embed brand across your business - with case studies on what that looks like.
Subscribe to:
Learn how great brands are built
Receive original case studies, research and frameworks
Rethink how to go to market
About the author
I’m Michelle. I have spent 13 years approaching brand from different angles including marketing at Disney and P&G, creative advertising at Ogilvy, and strategy consulting at McKinsey. I cofounded sustainable brand Ocean Bottle, and work with select clients on brand and growth via my consultancy Embedded.
I’ve worked across hospitality, food, luxury, tech, pharma, retail, apparel, and more. The common thread is a passion for bringing great brands and products to market.
If you’re interested in partnering, get in touch here. Hiring - send me an email.
📚 I’m writing a book
Brand is one of the biggest assets on the balance sheet of companies like Apple, Ferrari, and Coca-Cola. It provides a strategic moat against competition, improves customer retention, lowers recruitment costs, increases employee engagement, offers price insensitivity, and decreases reliance on promotions… among many other benefits.
It’s also one of the hardest strategies to execute well. It’s is the only lever that consulting firms like McKinsey & Company have not cracked. In part, because brand is not formulaic. Brand is inherently creative and visionary. This book will examine the great brands of our generation, and provide practical tools on how to build and lead with brand.
Interested in updates? Subscribe.
