Reading Time: 2 minutes Are there such things as brands in much of the Government sector? I don’t think there are. That’s a good thing. And here’s why. I believe brands fundamentally require a competitive environment in which to actually work. I’m sure there’s an economic model that explains why – I don’t know it. But the reason why […]
Category: Archive
Intersections
Reading Time: 2 minutes At dinner the other night, the conversation turned to carpet ads. Why, someone asked, do retailers keep advertising carpet ads when most people only buy carpet once every 7 – 10 years? Because, they don’t all buy them at once, I reminded them. A brief explanation of interruption theory followed. Because so many retailers have […]
Finding an obsession
Reading Time: 2 minutes When you apply the concept of provenance to brands, it becomes a concept centred on systematically and competitively ‘localising’ what you’re about rather than diversifying to try and meet the generalised needs of the wider world. So it’s about having a narrowcast brand: one focused to the point of obsession on a specific area of […]
What’s a brand strategist?
Reading Time: < 1 minute There are two answers. You can be exactly what the words describe. The person who decides what the branding is, what it represents, how it will work and how it will be communicated. It’s a key part of planning effective and inspiring communications. Or you can develop strategies for brands. You can be a person […]
Brands only work locally
Reading Time: 2 minutes Really enjoyed this piece by Pankaj Ghemawat on the myths surrounding global brands. His point that only 16% of the top 10,000 brands on the Milward Brown database are recognised in more than one country, and only 3% are recognised in more than seven is a reminder that the world is not as open as […]
Turning your brand into the authority
Reading Time: 2 minutes In this article in Business Week, Howard Schultz talks about how the mighty Starbucks brand lost its way – mistaking aroma rather than coffee for the core of its business and embraking on a strategy that saw it shift seriously off-course. The problem, as Schultz explains, is that by the time the company realised that […]
Brand loyalty: do you have customers or passengers?
Reading Time: 2 minutes It’s amazing who we forget and how quickly. I don’t remember any of the people on the bus last week. Who did I ride home with last Thurday? My mind goes blank. It’s nothing personal – it’s simply that I have no reason to remember them. Or they me. Most brands have the same levels […]
Does efficiency jeopardise brand?
Reading Time: 2 minutes In the hunt for more streamlined businesses that are less resource intensive, how real is the risk that brands are actually putting people off dealing with them? When does an efficient process become so rationalised that it loses its humanity and therefore its appeal? On the face of it, brand and efficiency have similar objectives. […]
Absolute quality loses to perceived quality
Reading Time: 2 minutes This post by James D. Roumeliotis and Violetta Ihalainen of Whitefield Consulting, absolutely challenges my worldview as an unabashed meritocrat, but includes some fascinating points – particularly that absolute (objective) quality is far less important for consumers in their decisions about brands than perceived quality. As the authors explain, “perceived quality” is your customers’ view […]
Will they or won’t they?
Reading Time: 2 minutes So often it seems to me brand owners hope to bring about change rather than planning to bring about change. They see persuasion as an awareness issue rather than as a behavioural issue – often because they regard their product as the obvious choice that somehow, miraculously will spark a “road to Damascus” moment as […]
Getting real value from your CSR
Reading Time: 3 minutes This thought-provoking article from McKinsey looks at what really drives value in corporate responsibility. As the authors point out, CSR continues to influence how companies and brands go about their business: carbon footprint, ethical and greener supply chains, volunteer programmes and philanthropy are now all par for the course. We all know that not being […]
Seen and not herd
Reading Time: 3 minutes What’s the real cost of the sales seasons on the high street? That’s the question posed and answered by Laurence Green in this well-considered article in The Telegraph. Green quickly hones in on what he sees as two of the biggest enemies of effective branding today: the impulse to discount; and the compulsion to appeal […]