Reading Time: 7 minutesWe often talk about “brand” as if it is one thing. It’s not of course – in fact, the meaning and the use of the term differs, quite markedly, depending on the context. By my reckoning, brand is categorised in more than 20 different ways. (So much for the single minded proposition!)
Tag: Brand models
Brand trust – and its role in brand differentiation
Reading Time: 3 minutesBrand trust resides in different places in different markets. The location and nature of that trust should directly influence how you compete.
Building the most likeable brand structure
Reading Time: 3 minutesWhilst much has been written about when you should revisit your brand architecture and the things you should consider in doing so, often the conversations around how to structure brands seem to centre on hierarchical concerns. “What do we have?” “How do we need to group it?” “How many levels?” “Is it consistent?”
The future for iconic brands
Reading Time: 4 minutesFamiliarity is something every marketer craves for their brand. They want the marque they are responsible for to be known, asked for, a household name. But does icon status in and of itself guarantee anything anymore?
Brand participation: Not everyone is in the market at once
Reading Time: 4 minutesIt’s tempting to think of consumers in binary terms in relation to the brands you are responsible for: in, or out; buying, or not buying; loyal, or not loyal. But for many brands, the status of an individual can be more complex. At any given point in time, people can take on other roles in […]
Changing brand economics
Reading Time: 4 minutesConsciously or not, many brands are now running a freemium model. They are giving away a lot more than they used to, particularly across social media, just to keep up with the changing competitive landscape. And they are hoping to recoup on that significant content investment when consumers do buy. So has any of this […]
Three signals of brand price
Reading Time: 3 minutesBrands sent powerful messages through how they price. Price can be influential in portraying a brand as affordable and ‘on the side of the customer’, or exclusive and just for the few. It can generate responses ranging from the thrill of a bargain to the indignation of a price tag that seems far too steep.
Introducing experiences to on-demand brands
Reading Time: 4 minutesThe sharing economy is substantial. Uber’s valuation just hit $50 billion. Airbnb is valued at around $20 billion. And Entrepreneur believes the sharing economy’s size in five key sectors will reach 335 billion by 2025. As this article explains, “The catalyst behind the sharing phenomenon are technology platforms—big data and mobile—allowing consumers to share anything, […]
Brands, commodities and branded commodities
Reading Time: 3 minutesIf you’re a marketer, commodity status is a bad thing for your brands. It indicates that your product or service is undifferentiated, that it rises and falls with the market and that it carries no inherent value beyond that. That’s fine when things are going well, and supply cannot keep pace with demand – it’s […]
The brands that break the rules – and succeed
Reading Time: 3 minutesThe rules for developing and managing brands are laid out in a range of principles and frameworks developed by extraordinary marketing minds. Time and time again, we’re told brands follow these rules to achieve success. But every so often, you encounter a highly successful brand that seems to defy the theory. And there are lessons […]
Podcast w/ Nick Westergaard at Brand Driven Digital
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Presentation: Go big, go small or go home
Reading Time: 2 minutesAs the middle market takes a battering in many sectors, size matters more than ever. It matters up and it matters down – because the positioning options themselves are becoming more extreme. You either expand to compete regionally or globally or you go the other way entirely and focus on specific opportunities.