Reading Time: 4 minutes Consumers look for products and brands that are relevant to their needs. Self evident. But the ways in which they make those choices are much more complex than quality or availability because they are so much more human.
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Perspectives
Brand loyalty or brand convenience? Here’s how to tell.
Reading Time: 3 minutes Marketers love patterns. But repetition is not always the most reliable metric for brand loyalty. What makes your brand attractive?
20 powerful brand motivations
Reading Time: 4 minutes Why do consumers keep brands in their lives? Relevance.
Do brands have a finite size?
Reading Time: 4 minutes Marketers talk about brands as vehicles for growth. But does that mean they should just keep growing – or is there a point when they reach critical mass?
Five signs your brand is fading
Reading Time: 4 minutes It’s not always easy to spot that your brand is falling out of favour with consumers, especially if, on the face of it, things look healthy.
Powerful stories are open stories
Reading Time: 5 minutes It’s tempting when your brand is trending to believe that the hard work is done. In point of fact, it may just be beginning. And there may be a number of twists and turns that need to be managed and countered if things are to get to a good place. The story of Pokémon Go […]
The power of a strong brand backstory
Reading Time: 3 minutes Leveraging a story that everyone knows is powerful – but risky. Powerful, because it’s immediately recognisable. Risky, because unless you can provide a new spin, it’s a tale they already know. Perhaps too well.
Why brands contradict themselves (& when that’s OK)
Reading Time: 2 minutes Can the same brand take two quite different positions? Yes. And no.
Why we still need people to manage brands (even though machines can do all the work)
Reading Time: 3 minutes In 2000, an article in Wireless called into question whether machines were quite the panacea we hoped they were. It was possible, said the author, that this dependence on machines was not going to a good place.
When should brands choose to challenge?
Reading Time: 4 minutes Is there ever a right time to get on the front foot and challenge your competitors by name?
Speaking in Wellington this week
Reading Time: < 1 minute As some of you know, I’m working with Pete Canalichio on a new book about how brands can rethink their growth strategies. Together we’ve been studying how and where many of the world’s most successful brands partner up to reach consumers, how they grow engagement with their brands by expanding their market sector reach, and […]
25 questions every start-up brand should answer
Reading Time: 2 minutes Some searching questions, by way of a guide, for the leaders of companies expecting to build lucrative brands in the years ahead.