Reading Time: 6 minutesThere’s a temptation to believe that the sheer logic of a good decision will sway the crowd; that if you make a good case and present it in an inspiring way, you’ve done everything you need to for that idea to gain instant uptake in an organisational culture. We’ve yet to see that happen successfully. […]
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Perspectives
How to develop a brand positioning strategy
Reading Time: 12 minutesThe purpose of a brand positioning strategy is to identify the particular place in the market you want to dominate and where you can best deliver value. To do that, you need to mean something specific to customers. And to establish clear space between where you are and where others sit in the market. This […]
Your guide to a successful brand language audit
Reading Time: 11 minutesBefore you make changes to how you express your brand verbally, it’s important to understand how you talk now, how others speak and how customers think about what you offer. A brand language audit will help you accomplish all that. It’s the first step to understanding why – or even if – your language should […]
Exploration: Step 3 in building purposeful culture
Reading Time: 6 minutesHaving clearly outlined why change is needed and the opportunity that change could generate, too many culture change programmes then leave people to make the changes themselves without very much more explanation. This is the right time for exploration: for people to talk things through, in terms of the broad and personal implications of building […]
The 10 core elements of great brand storytelling
Reading Time: 5 minutesStorytelling is of course very much an idea whose time has come. And brands are increasingly using story formats to express themselves and to explain their place in the market and the world. But, what gives a story “lean-in” value? What are the core elements of great brand storytelling that turn any brand story into […]
Three ways brands are evolving – and what we think that means
Reading Time: 4 minutesAs brand marketers continue to search for ways to keep brands relevant, some recent inputs from Wharton on how brands are evolving are worth noting. Meaning vs moment Americus Reed has observed that the connection shoppers are looking to build with brands through purpose and vision spurs the need to build “a very deep, well […]
Inspiration. Step 2 in activating purposeful culture change
Reading Time: 6 minutesAn amazing thing happens when you ask people to imagine their current workplace working to its potential. First, they smile. Then they hesitate. Then they want to talk about everything that’s wrong and why a better workplace is not real or practical or feasible. Purposeful culture change takes time. If you’re patient though and you […]
Three different types of brand strategy
Reading Time: 4 minutesBrand strategy is often thought of one thing. At Audacity, we describe it as the ability to imagine a future for a brand to look forward to. An anticipated history. The implication is that one set of strategic skills is needed. Except that, confusingly, brand operates in a range of settings– and the strategic skills […]
Agitation: Step 1 in building a purposeful culture
Reading Time: 6 minutesWhen we ask people about whether they want to change the brand culture, there is ambivalence. In a distressed culture, everyone can see that something is wrong. But the thought of change is not necessarily comforting. To make the commitment to building a more purposeful culture, it’s critical to point to a cultural agitation point: […]
Great brand storytelling is all about structuring your storylines
Reading Time: 6 minutesBrand story has two distinct roles: it forms the basis for the different levels of narrative you unfurl over time to your audience; and it acts as the “brand in your head” reference point internally. The key to success is structuring your storylines so that they incorporate all the classic elements of good storytelling. Any […]
Setting timeframes for your strategy
Reading Time: 3 minutesThe purpose of brand strategy is of course to envisage a future for your brand: to project beyond current circumstances to where your brand might be. But, in terms of actually setting timeframes for your strategy, how far ahead should you be thinking? An important decision Every brand strategy is a speculation – an attempt […]
Take the time to make the most of your brand story
Reading Time: 3 minutesA brand story is pretty much useless if you don’t apply it. The reason many brands don’t do justice to their story is that they treat it as a background exercise. Something the brand keeps to itself. But the true and valuable purpose of your story is to guide and shape your market narrative, particularly […]