Reading Time: 3 minutes Branding is competitive. It’s about staking out the right to earn over others. So it requires a strong and competitive strategy. But when that competitive streak becomes obsessive, brands lose objectivity and that can cost them dearly.
Category: Archive
Is your brand image too serious?
Reading Time: 3 minutes Branding is a serious business, but does that mean brands themselves must always be so serious. Is there room for more personality? Should you lighten up your brand image?
This is what success looks like for a brand (and how to keep it that way)
Reading Time: 4 minutes Marketers are under huge pressure to succeed. But how should we judge a successful brand? And what should brands do to stay successful?
5 common brand growth mistakes (and how to recover from them)
Reading Time: 3 minutes Marketers talk a lot about brands growing and expanding, but when should a brand pull back? Here are five common growth mistakes that companies run into and the best things to do if you want to recover.
How you can become a much more generous brand
Reading Time: 4 minutes At a time when consumers continue to assume that brands will simply provide more, it may seem strange to suggest that brands should be more generous. And yet the case for brands delivering greater profits by bringing greater joy makes complete sense.
Do you dare translate company values into action principles?
Reading Time: 3 minutes It’s all very well having a purpose and company values, but how have you translated those into actionable principles that guide what you will do and won’t do?
What’s your brand culture? | Part 1
Reading Time: 5 minutes Brand culture is the culture that a company cultivates in order to powerfully, consistently and competitively deliver its brand to market. It’s how people work together to bring the brand alive.
What’s your brand culture? | Part 2
Reading Time: 5 minutes In the first part of this two-part series, I talked about brand cultures that focus on performance, those that are restless for change, freeform cultures and those that learn fast and continue to evolve. This second part focuses on brand cultures driven by a need to change the world; start up brands evolving into grown […]
Brand strategy. Is it art, science or crap?
Reading Time: 4 minutes Do all the frameworks and processes that strategists use really add value for brands or is it all just ****? In the spirit of strategy itself, let’s test a number of positions.
How to fail successfully and recover completely
Reading Time: 6 minutes The concept of failing fast is one we associate readily with start-ups. But if successful brands need to constantly evolve to stay successful, and presumably not every evolutionary move will be a success, how should top companies plan for when things don’t go to plan?
Integrating your brand language across your business
Reading Time: 4 minutes While many businesses have woken up to the need to align the language in their marketing comms with their broader brand DNA, they often fail to fully integrate that language into their broader operations.
Businesses need to focus right across customer journeys
Reading Time: 5 minutes How should companies map more effective and engaging customer journeys? By recognising that such journeys are really about how customers feel over the course of the entire journey not just how they feel at any given point in that journey.