Reading Time: 4 minutes How do we recognise a brand? What do consumers see, and how different is that from the ways brands are structured?
Category: Archive
Apply this lesson from Disney to expand your success
Reading Time: 4 minutes Co-written with Pete Canalichio The entertainment sector is currently evolving the art of building out brand success in exciting ways. And there are lessons in how they are doing that for entrepreneurs and companies with a brand that people want more of.
How to stay constant in a world of fads
Reading Time: 4 minutes Every marketer is haunted by fear of missing out. As trends are identified and balloon, the decision to ignore or capitalise becomes more urgent. How do you decide what to pay attention to and what do you let pass you by?
There’s a yawning chasm between brand theory and brand practice
Reading Time: 4 minutes As marketers we come close to taking brands for granted. But while many would say they now get the theory, the practice of brand-building is not as simple as they might like to believe.
Do consumers love your brand or value it?
Reading Time: 5 minutes It’s increasingly easy to be a brand that people talk about in glowing terms, part of a sector that appears to be booming, and yet on a downward slide financially. It’s a sign perhaps of just how much we now focus on (the wrong) numbers at the expense of understanding true value.
Contrasting brand different with brand difference
Reading Time: 4 minutes Differentiation is acknowledged by most as the goal that every marketer should be seeking. But the enthusiasm for the pursuit masks a common misunderstanding – in the context of brand strategy, different and difference are not one and the same.
What makes shoppers decide to buy?
Reading Time: 4 minutes Consumers look for products and brands that are relevant to their needs. Self evident. But the ways in which they make those choices are much more complex than quality or availability because they are so much more human.
Brand loyalty or brand convenience? Here’s how to tell.
Reading Time: 3 minutes Marketers love patterns. But repetition is not always the most reliable metric for brand loyalty. What makes your brand attractive?
20 powerful brand motivations
Reading Time: 4 minutes Why do consumers keep brands in their lives? Relevance.
Do brands have a finite size?
Reading Time: 4 minutes Marketers talk about brands as vehicles for growth. But does that mean they should just keep growing – or is there a point when they reach critical mass?
Five signs your brand is fading
Reading Time: 4 minutes It’s not always easy to spot that your brand is falling out of favour with consumers, especially if, on the face of it, things look healthy.
Powerful stories are open stories
Reading Time: 5 minutes It’s tempting when your brand is trending to believe that the hard work is done. In point of fact, it may just be beginning. And there may be a number of twists and turns that need to be managed and countered if things are to get to a good place. The story of Pokémon Go […]