Reading Time: 10 minutes Many people believe that an innovation will sell itself; that if they present a solution that is well crafted, brimming with features and solves the problem they have identified, then they will enjoy success. But catering to unmet customer needs, while potentially lucrative, is nowhere near as simple as just presenting buyers with something new. […]
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Perspectives
Quickly make 5 major brand strategy decisions
Reading Time: 4 minutes Five major brand strategy decisions help marketers and business owners quickly define the key connective elements of their wider brand definition. Our Brand Definition Funnel enables a business or marketing team to broadly define how they intend to structure, support and market a brand. The funnel starts at the widest point with what customers are […]
Why linking strategy, culture and stories matters
Reading Time: 5 minutes It’s tempting to ignore linking strategy, culture and stories. After all they seem like different things, and address different aspects of bringing a brand to life. At first glance, strategy focuses on where the business needs to get to. Culture talks to how you bring out the best in people. Stories are how audiences receive […]
Introducing the Brand Definition Funnel
Reading Time: 11 minutes We’re all aware of the consumer decision journey that describes how buyers come to decisions. But if you’re a marketer building a brand from scratch, or you are charged with reviewing what a current brand’s future looks like, how do you review all the options you need to consider in order to make critical decisions […]
Taking the time to build a sustainable brand
Reading Time: 10 minutes On the face of it, building a sustainable brand looks relatively straight-forward. After all many brands already claim to be doing this. That’s both good news – and misleading. Taking the time to build a sustainable brand requires patience, focus and an ability to rethink priorities. It’s inspiring to see brands addressing their environmental impact, […]
Strategic goal setting, water and bicycles
Reading Time: 4 minutes Here’s a salutary little tale about strategic goal setting. It’s no news that there is a global water crisis and that large corporations, which consume 40% of all the water used in the developed world, have an important role to play in being part of the solution. Which brings us to the dichotomy. On the […]