Is your brand an option or the alternative?

Reading Time: 2 minutesMy favourite saying is “Life is not a popularity contest”. It’s a maxim easily forgotten in these days of convergence. But in my opinion it’s more true in business than anywhere, and most true in terms of how companies need to think about their branding. Every brand should be actively looking to put distance between […]

Increasing your difference by opinion

Reading Time: 3 minutesThe opinionated consumer is on the rise. Brad Tuttle cites numerous examples of boycotting, protesting, petitioning and venting in this recent article in Time. Encouraged by the galvinising effects of social media and mass action against brands that they perceive to have done wrong, people everywhere it seems are pointing the finger and calling upon […]

Tell your customers the history of your attitude

Reading Time: < 1 minuteIsn’t this such a great thought? “Don’t build a product, then try to market it.  Instead, build a customer attitude, then build a product to match that attitude.” It’s part of an absorbing and insightful article by Graeme Newell on why you shouldn’t focus your advertising around your product.

Resisting the temptation of assumptions

Reading Time: < 1 minute“I think we can safely assume …” Actually, I doubt it. You can conveniently assume. You can quickly assume. You can naively assume. But I can’t think of any brand that can safely assume. Because to safely assume how you will continue to compete, you must depend on what you’ve known, or feel you’ve known, […]

6 influencers of brand prosperity

Reading Time: 7 minutesThere’s an increasing temptation to see technology as the harbinger of hope and hazard. Every day, the trendy press and commentators on social media carry reports of the next “it” technology together with their recommendations on what every business needs to be doing to ride the wave. Many of these wunder-techs seem to live a […]