Reading Time: 4 minutesAs brand marketers continue to search for ways to keep brands relevant, some recent inputs from Wharton on how brands are evolving are worth noting. Meaning vs moment Americus Reed has observed that the connection shoppers are looking to build with brands through purpose and vision spurs the need to build “a very deep, well […]
Tag: Adaptation
A Brand Change Response Framework for leaders facing change
Reading Time: 5 minutesWithout exception, a brand strategy is a response to a change somewhere in the business. But choosing which aspects of change to act on, and those to ignore or deprioritise, is critical to successful strategy, given that everyone is operating on limited resources. To resolve this, we’ve developed a Brand Change Response Framework where we […]
Taking the time to build a sustainable brand
Reading Time: 10 minutesOn the face of it, building a sustainable brand looks relatively straight-forward. After all many brands already claim to be doing this. That’s both good news – and misleading. Taking the time to build a sustainable brand requires patience, focus and an ability to rethink priorities. It’s inspiring to see brands addressing their environmental impact, […]