Reading Time: 2 minutes Small brands are edgy, attuned and preferred. That seems to be a common sentiment right now. But there is nothing to suggest that any of this makes it easy to win as a small brand today.
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Perspectives
Great brand portfolio strategy is a meritocracy
Reading Time: 3 minutes The temptation for most businesses and indeed most brand managers is to look for growth right across their brand portfolio. Their strategy is developed on that basis. But that’s far harder and far less effective than it sounds.
Four things you should do if your brand comes against attack
Reading Time: 3 minutes You’ve worked hard to build your competitive positioning. Here’s what you should do in response to an aggressive competitor – and why.
Real brand responsibility: your story of why
Reading Time: 3 minutes Historically, corporate social responsibility (CSR) has put the emphasis on how businesses are doing good. It’s become an increasingly varied checklist of “things we’ve done right”. Today though, socially aware audiences want to do business with brands that are good. They want brands to assume real responsibility. And to share that story.
Six enduring brand building principles
Reading Time: 4 minutes Keep Calm and Carry On is a cultural marque in its own right, but in these turbulent times, it’s still good advice for those charged with looking to build brands.
Brand growth: finding the perfectly sized brand
Reading Time: 4 minutes There’s an interesting polarisation going on right now in terms of brand size. Companies that have expanded are now consolidating their brand models in the hope of getting closer to consumers and achieving greater brand growth.
Is your competitive strategy good competitive or bad competitive?
Reading Time: 3 minutes Branding is competitive. It’s about staking out the right to earn over others. So it requires a strong and competitive strategy. But when that competitive streak becomes obsessive, brands lose objectivity and that can cost them dearly.
Is your brand image too serious?
Reading Time: 3 minutes Branding is a serious business, but does that mean brands themselves must always be so serious. Is there room for more personality? Should you lighten up your brand image?
This is what success looks like for a brand (and how to keep it that way)
Reading Time: 4 minutes Marketers are under huge pressure to succeed. But how should we judge a successful brand? And what should brands do to stay successful?
5 common brand growth mistakes (and how to recover from them)
Reading Time: 3 minutes Marketers talk a lot about brands growing and expanding, but when should a brand pull back? Here are five common growth mistakes that companies run into and the best things to do if you want to recover.
How you can become a much more generous brand
Reading Time: 4 minutes At a time when consumers continue to assume that brands will simply provide more, it may seem strange to suggest that brands should be more generous. And yet the case for brands delivering greater profits by bringing greater joy makes complete sense.
Do you dare translate company values into action principles?
Reading Time: 3 minutes It’s all very well having a purpose and company values, but how have you translated those into actionable principles that guide what you will do and won’t do?