Reading Time: 4 minutesDo you remember when you were a child the first time someone made you a paper plane? If your recollection is anything like ours, you couldn’t believe how it left your hand and made its way across the room. Before long though, it lost height and velocity, and fell to the floor. Your strategy may […]
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Perspectives
Every brand must dream
Reading Time: < 1 minuteBrands need to inspire, because that optimistic prognosis of what lies ahead holds real opportunities in terms of engaging and involving people. Belief humanises brands. Which is why every brand must dream. Optimism aligns directly with our worldview. In other words, what we look forward to is a world that is most like the world […]
Look for seven R’s in your brand strategy
Reading Time: 2 minutesWhat should you be looking for in a strong brand strategy? A great brand strategy combines ‘the logic and the magic’ – that mix of rational and emotive elements that, together, combine to give a brand engagement, connectedness and distinction. There are 7 factors to look for: the seven R’s in your brand strategy … […]
Building a cult brand: the first 3 secrets
Reading Time: 2 minutesWe coined the term ‘cultrepreneur’ some years back to describe enterprising business people who consciously set about developing brands that are anti-scale, hard to find and fervently followed – cults. A number of people have asked how you go about building a cult brand. So here’s the first three secrets: Cult brands are evasive Make […]
Different types of customer stickiness
Reading Time: 3 minutesBrand loyalty can look a lot like popularity. If people are buying what you offer, you must be doing something right, right? But people stay with brands for different reasons because there are different types of customer stickiness.
How your product brand can gain an emotional advantage
Reading Time: 3 minutesJust getting a presence for your product in most markets can be hard work. A longer runway than anyone expects. A lot more patience required as well. Long days having to justify every metre of shelf space you’re allocated. And to what end? It’s hard work taking your product from an option to a choice. […]
Tell a story customers are inclined to believe
Reading Time: 2 minutesWhen was the last time you actually changed your mind? The hardest thing a brand can do is convince. To go against what people already believe and to ask them to believe something different. That’s why it makes so much sense to tell a story customers are inclined to believe.
How to identify, build and deliver your brand moments
Reading Time: 5 minutesOne 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 […]
Renormalising
Reading Time: 3 minutesBrands are all about habits. But as this article in Time reminds us, sometimes the best thing a brand can look to do is to change a habit – even if they helped create the habit in the first place. Of course, brands tell themselves they do this all the time – but for many […]
Two ways to take a stand as a brand
Reading Time: 3 minutesWhat have you got to say for yourself? In these polarised times, is it still possible or prudent for a brand to take a stand? And if you do, how should you do so? Here are two ways to take a stand as a brand. Take a stand softly Taking a stand this way is […]
Positioning your brand through memories
Reading Time: 2 minutesI 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 […]
A brand that discounts or a discount brand?
Reading Time: 2 minutesThis article in Time on how to get the most out of Apple is a reminder that there is a noticeable difference psychologically between a brand that discounts (even if it’s only occasionally) and a discount brand. Apple does discount – but for selected parts of its range or for specific reasons: change-over on a […]