Reading Time: 3 minutesShort answer – yes it is, but not in the way it was. I haven’t met a brand manager yet who didn’t tell me that they had a differentiated product. I’m not surprised. It’s part of the job description of any brand owner to be marketing something that is disruptive, market-changing, blue-ocean, category-killing … 15 […]
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Perspectives
8 ways to build a more valuable brand this year
Reading Time: 4 minutesWe talk a lot about the pressures on brands to perform and about the difficulties of staying competitive in huge and rapidly changing markets. Nevertheless, global brands experienced a 12 percent increase in value in 2014 – and there are powerful lessons for all those responsible for brands in how they did that. If demand […]
Brand trust – and its role in brand differentiation
Reading Time: 3 minutesBrand trust resides in different places in different markets. The location and nature of that trust should directly influence how you compete.
6 sure signs of a truly trusted brand
Reading Time: 4 minutesIt’s the thing that every brand craves – to be an unquestioned part of its customers’ lives. But how do you know you’ve become a truly trusted brand? Here are six ways to evaluate whether your brand is winning over today’s highly aware and cynical consumers:
Building the most likeable brand structure
Reading Time: 3 minutesWhilst much has been written about when you should revisit your brand architecture and the things you should consider in doing so, often the conversations around how to structure brands seem to centre on hierarchical concerns. “What do we have?” “How do we need to group it?” “How many levels?” “Is it consistent?”
The role of brand in assessing business health
Reading Time: 4 minutesBrand will tell you a lot if you let it. How you brand, what you brand, where you’re found, who buys you and how often … these and many more questions are all things that competitive businesses ask themselves on a regular basis. I see brand as a highly effective lens for assessing the relevance […]
6 ways to keep your lead as a brand
Reading Time: 4 minutesEveryone talks about growth and for the need to become a market leader. But once you’ve become the number one player, then what? What do you do after that to retain the lead you’ve worked so hard to get and that has now made you the target of everyone else’s aspirations?
How do you measure brand potential?
Reading Time: 5 minutesWhilst the measures for evaluating what a brand is worth are well established, those for quantifying a brand’s potential seem less so. In general, brands are valued on their residual equity (what they are associated with and the depth and competitiveness of that association), their competitive performance and how much they are assessed to be […]
How should your brand support your sales team?
Reading Time: 3 minutesWhile there has been plenty of discussion around how marketing and sales teams should play well together, the onus on brand owners to proactively support people in the field seems to have attracted less attention. Customers, of course, make no distinctions between which parts of the organisation they are dealing with at any one time. […]
Brand experiences as coincidences
Reading Time: 3 minutesMarketers can be surprisingly heavy-handed. The temptation, especially with big brands, is to thunder out answers that let customers know, in unequivocal terms, that they have been recognised. Think about the almost coarse way in which airlines greet their frequent fliers – with a bunch of features dressed up as privileges and a tiered recognition […]
Synchronising speeds to market
Reading Time: 4 minutesHow fast do you want to grow? Even the question is loaded. At a time when rapid seems to be the only desirable speed for everything, it’s easy to believe that foot-to-the-floor is the only pace in town.
The future for iconic brands
Reading Time: 4 minutesFamiliarity is something every marketer craves for their brand. They want the marque they are responsible for to be known, asked for, a household name. But does icon status in and of itself guarantee anything anymore?