PERSPECTIVES

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Perspectives

How to identify, build and deliver your brand moments

Reading Time: 5 minutes One of the great ironies, and frustrations, for many brands is that reputation must be built over years, but can be lost in a tiny fraction of that time – seconds. All because of an action or a word, a misunderstanding or an expectation that may or may not even have been reasonable in the […]

We need to talk

Reading Time: 3 minutes What have you got to say for yourself? We were talking about this today as we discussed how and when a brand should best take a stand. Go hard or go soft? Soft. Taking a stand this way is about clearly and simply stating the things that you cherish and value as a brand, in […]

Positioning your brand through memories

Reading Time: 2 minutes I think it’s healthy for there to be a direct relationship between memory and frequency for a brand. The more often a customer comes into contact with your brand, the more consistent the memory needs to be. That’s because brands that frequently interact with their customers have the power of habit on their side. In […]

Volume is nothing like intensity

Reading Time: 2 minutes Speculation in recent days about what a “fan” is worth to a business is a timely reminder to separate volume from intensity. Many commentators in the social universe it seems to me remain beguiled by quantity. The more liked you are, they seem to think, the more valuable you are potentially. Not so, of course. […]

The vital (and ironical) difference between brand and identity

Reading Time: 2 minutes Are there such things as brands in much of the Government sector? I don’t think there are. That’s a good thing. And here’s why. I believe brands fundamentally require a competitive environment in which to actually work. I’m sure there’s an economic model that explains why – I don’t know it. But the reason why […]

Intersections

Reading Time: 2 minutes At dinner the other night, the conversation turned to carpet ads. Why, someone asked, do retailers keep advertising carpet ads when most people only buy carpet once every 7 – 10 years? Because, they don’t all buy them at once, I reminded them. A brief explanation of interruption theory followed. Because so many retailers have […]

What’s a brand strategist?

Reading Time: < 1 minute There are two answers. You can be exactly what the words describe. The person who decides what the branding is, what it represents, how it will work and how it will be communicated. It’s a key part of planning effective and inspiring communications. Or you can develop strategies for brands. You can be a person […]

Finding an obsession

Reading Time: 2 minutes When you apply the concept of provenance to brands, it becomes a concept centred on systematically and competitively ‘localising’ what you’re about rather than diversifying to try and meet the generalised needs of the wider world. So it’s about having a narrowcast brand: one focused to the point of obsession on a specific area of […]