Reading Time: 2 minutes We often think of brand value in financial terms. But that value, I would venture to suggest, is actually a result of a broader initiative that brands need to think about in these busy times: finding ways to be valuable in the lives of those who buy from them.
Category: Archive
You know the future you want. Do you have the brand to get you there?
Reading Time: 3 minutes Every brand decision is a negotiation between what has worked to date and what is required to succeed going forward.
How do you define a responsible brand?
Reading Time: 2 minutes The ethical consumer may be a well identified buyer in the marketing press, but customers themselves seem somewhat confused by what counts as a responsible brand.
Brands should always have a two speed strategy
Reading Time: 3 minutes Brands drive attention and income off awareness, but they derive their real value from their ability to shift and sustain longer term sentiment.
How your brand should act with certainty today
Reading Time: 2 minutes In uneasy times, the most powerful thing a brand can do is to define its place, value and opinions in the world. That way, everyone knows where they stand.
How un-designed should brands be?
Reading Time: 2 minutes As brands seek to stay in touch with consumers, some are saying the future of brands depends on them looking less manufactured. That feels like an overstatement.
Smart ways to win as a small brand
Reading Time: 2 minutes Small brands are edgy, attuned and preferred. That seems to be a common sentiment right now. But there is nothing to suggest that any of this makes it easy to win as a small brand today.
Great brand portfolio strategy is a meritocracy
Reading Time: 3 minutes The temptation for most businesses and indeed most brand managers is to look for growth right across their brand portfolio. Their strategy is developed on that basis. But that’s far harder and far less effective than it sounds.
Four things you should do if your brand comes against attack
Reading Time: 3 minutes You’ve worked hard to build your competitive positioning. Here’s what you should do in response to an aggressive competitor – and why.
Real brand responsibility: your story of why
Reading Time: 3 minutes Historically, corporate social responsibility (CSR) has put the emphasis on how businesses are doing good. It’s become an increasingly varied checklist of “things we’ve done right”. Today though, socially aware audiences want to do business with brands that are good. They want brands to assume real responsibility. And to share that story.
Six enduring brand building principles
Reading Time: 4 minutes Keep Calm and Carry On is a cultural marque in its own right, but in these turbulent times, it’s still good advice for those charged with looking to build brands.
Brand growth: finding the perfectly sized brand
Reading Time: 4 minutes There’s an interesting polarisation going on right now in terms of brand size. Companies that have expanded are now consolidating their brand models in the hope of getting closer to consumers and achieving greater brand growth.