Reading Time: 3 minutes Marketers can be surprisingly heavy-handed. The temptation, especially with big brands, is to thunder out answers that let customers know, in unequivocal terms, that they have been recognised. Think about the almost coarse way in which airlines greet their frequent fliers – with a bunch of features dressed up as privileges and a tiered recognition […]
Tag: behaviours
Are you managing a deceptive brand?
Reading Time: 4 minutes We all want to do best by the brands we work for. We want them to be competitive, to gain share, to win … But in the bid to make that happen, some brands push the boundaries too far. Here are 19 signs your brand has lost sight of the truth.
Putting truth back into your brand
Reading Time: 2 minutes So you’ve looked long and hard at how your brand is managed, and it’s clear that the truth has been allowed to slip. If you no longer want to be managing a deceitful brand, how do you find a way back?
4 reasons to change your brand outside-in
Reading Time: 3 minutes Outside-in change is prompted by shifts beyond the immediate control of the brand. Those prompts could be competitive, reputational or sectoral. They could manifest in symptoms as varied as a drop in credibility, a slump in market share or a shift in profitability within a sector as a whole. Whatever the signal, these declines prompt […]
Signals: The different ways brands need to talk
Reading Time: 3 minutes What have you got to say for yourself? How and when should a brand take a stand? And if you do, should you go hard or go soft? Talking is a critical part of brand behaviour.
How to integrate purpose and business strategy
Reading Time: 3 minutes It’s easy to think of what your brand is there to do (purpose) and how your business intends to prosper (strategy) as separate things, different agendas. But more and more brands are looking at ways to bring these two ideas together: building and focusing their business around the wider impacts they intend to have.
Finding your brand’s tone of voice
Reading Time: 3 minutes The language of a brand is really decided by two things: where you are looking to position your brand in the marketplace; and the personality that you choose to adopt.
The ironies of brand attitude
Reading Time: 3 minutes If you’re a brand leader and you’ve been one for a while, there’s a good chance you know your market and that you monitor and are highly aware of your competitors. All the market intelligence you have tells you where things are.
Brand purpose is easier said than done
Reading Time: 3 minutes I call it the goodness movement – the rush to appear responsible that has gripped global brands over recent years. Recognising that ethics, sustainability and CSR are now consideration factors in consumer purchasing (although we could debate the extent), brands are eager to show the world that they are doing what they can. But how […]
Seven signs your brand is losing focus
Reading Time: 4 minutes Everyone’s torn this way and that. It’s easy to lose concentration or to find yourselves prioritising the wrong things. If your brand feels like it’s drifting, here’s 7 sure signs that you’re not focusing on the right things.
Your customers shouldn’t have to report to your processes
Reading Time: 11 minutes We shouldn’t even think of the term “customer service” as being about something that is valuable to customers. In fact, customer service is worth next to nothing. The reasons are simple. We live in a service-focused age, and the people who buy from you know they’re customers. So the term “customer service” does not describe […]
Do you really want to be a famous brand?
Reading Time: 4 minutes In a world where popularity is the ‘it’ metric for so many marketers, have you really thought through how your brand would cope if all your wishes came true? If your brand strategy is based on building your popularity, here’s some things you might like to consider as you rush to be noticed.