Reading Time: 4 minutesIf your brand is taken over by another company or your company takes over other brands, either as a stand-alone buy or as part of a broader merger and acquisition, what aspects of your current brand should stay as they are and what might you look to change?
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Perspectives
Reading the brand codes
Reading Time: 4 minutesHow do we recognise a brand? What do consumers see, and how different is that from the ways brands are structured?
Apply this lesson from Disney to expand your success
Reading Time: 4 minutesCo-written with Pete Canalichio The entertainment sector is currently evolving the art of building out brand success in exciting ways. And there are lessons in how they are doing that for entrepreneurs and companies with a brand that people want more of.
How to stay constant in a world of fads
Reading Time: 4 minutesEvery marketer is haunted by fear of missing out. As trends are identified and balloon, the decision to ignore or capitalise becomes more urgent. How do you decide what to pay attention to and what do you let pass you by?
There’s a yawning chasm between brand theory and brand practice
Reading Time: 4 minutesAs marketers we come close to taking brands for granted. But while many would say they now get the theory, the practice of brand-building is not as simple as they might like to believe.
Do consumers love your brand or value it?
Reading Time: 5 minutesIt’s increasingly easy to be a brand that people talk about in glowing terms, part of a sector that appears to be booming, and yet on a downward slide financially. It’s a sign perhaps of just how much we now focus on (the wrong) numbers at the expense of understanding true value.
Contrasting brand different with brand difference
Reading Time: 4 minutesDifferentiation is acknowledged by most as the goal that every marketer should be seeking. But the enthusiasm for the pursuit masks a common misunderstanding – in the context of brand strategy, different and difference are not one and the same.
What makes shoppers decide to buy?
Reading Time: 4 minutesConsumers 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.
Brand loyalty or brand convenience? Here’s how to tell.
Reading Time: 3 minutesMarketers 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 minutesWhy do consumers keep brands in their lives? Relevance.
Do brands have a finite size?
Reading Time: 4 minutesMarketers 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 minutesIt’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.