Reading Time: 5 minutesFranchising can be a very powerful way to grow your brand, but it is a way of branding a business that has very specific characteristics and challenges.
Tag: Brand models
Do consumers love your brand or value it?
Reading Time: 5 minutesIt’s increasingly easy to be a brand that people talk about in glowing terms, part of a sector that appears to be booming, and yet on a downward slide financially. It’s a sign perhaps of just how much we now focus on (the wrong) numbers at the expense of understanding true value.
Do brands have a finite size?
Reading Time: 4 minutesMarketers talk about brands as vehicles for growth. But does that mean they should just keep growing – or is there a point when they reach critical mass?
Speaking in Wellington this week
Reading Time: < 1 minuteAs some of you know, I’m working with Pete Canalichio on a new book about how brands can rethink their growth strategies. Together we’ve been studying how and where many of the world’s most successful brands partner up to reach consumers, how they grow engagement with their brands by expanding their market sector reach, and […]
Three good reasons not to diversify your brand
Reading Time: 2 minutesThere are certainly good times to consider diversifying your brand, but equally there are times when such a strategy should be avoided. Here are three situations when your brand shouldn’t go there.
Great brand portfolio strategy is a meritocracy
Reading Time: 3 minutesThe temptation for most businesses and indeed most brand managers is to look for growth right across their brand portfolio. Their strategy is developed on that basis. But that’s far harder and far less effective than it sounds.
Brand growth: finding the perfectly sized brand
Reading Time: 4 minutesThere’s an interesting polarisation going on right now in terms of brand size. Companies that have expanded are now consolidating their brand models in the hope of getting closer to consumers and achieving greater brand growth.
Why branding experts need to step out of their silos
Reading Time: < 1 minuteIn our latest article at Entrepreneur, Pete Canalichio and I examine why now, more than ever, the marketing consulting industry should be promoting an interactive brand ecosystem that more closely aligns the disciplines of brand insights, brand strategy, brand protection, brand licensing and brand valuation. The full article is available here. Hope you enjoy it. […]
Introducing the Brand Definition Funnel
Reading Time: 11 minutesWe’re all aware of the consumer decision journey that describes how buyers come to decisions. But if you’re a marketer building a brand from scratch, or you are charged with reviewing what a current brand’s future looks like, how do you review all the options you need to consider in order to make critical decisions […]