Exploring the Brandscape, Part 4: Discoveries from the competitive audit – Standing out in a sea of sameness

Posted on Tuesday, February 9th, 2010 by Debbie Schallock under Competition, Conclusions, Integrated Marketing, Research. Tags: , , ,

When a subcommittee of the IMSC examined 10 schools who are either peers or competitors as part of our audit efforts, we didn’t look at their student recruiting messages with only marketing in mind. We actually posed as parents of potential students to view all of these messages through prospects’ eyes. And we discovered a […]

Exploring the Brandscape, Part 1: What the competition is saying

Posted on Monday, November 2nd, 2009 by Debbie Schallock under Competition, Integrated Marketing, Research. Tags: , , ,

Brandscape: According to Kilmer & Kilmer, brandscape is the definition of the competitive and consumer environment in which your brand must perform and compete. When marketing and communication strategies are managed and executed successfully, they become best practices for others to follow. Equally, if mismanaged, these examples of marketing and communication can demonstrate what to […]