Reading Time: 7 minutes There’s a lot of things that brands keep doing that can turn their value south. By way of a checklist, these are the things I see happening far too often.
Tag: brand continuity
5 ways to make sure your brand stays relevant
Reading Time: 5 minutes One of the hardest judgment calls for brand managers is relevance. Brands must change to stay consistent yet they must also remain recognisable in order to preserve brand equity. So what should you change, and when?
What do you do when you’re losing control of your brand?
Reading Time: 4 minutes Apple’s recent stand-off with the FBI refocuses the dilemma of what to do when someone has used your product in a way that was never intended. What should brands do to influence or change how their products are used?
When brands change hands: 6 decisions for new owners
Reading Time: 4 minutes If 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?
How to stay constant in a world of fads
Reading Time: 4 minutes Every 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?