Reading Time: 3 minutes As John Hagel has observed, the middle market is dying as market dynamics radicalise. At one end, the sectors that are scaling continue to expand footprint and influence; at the other, the long tail stretches further as the market fragments into more and more bit players fighting for a percentum of market share. This dissolution […]
Tag: branding
Brand resurrection. Reviving a dying brand
Reading Time: 3 minutes I admit it – I called them for dead. I thought Blackberry were gone. I think a lot of us did. But if this article in AdAge is more than just hype on the part of the company and its ad agency, perhaps that call was premature. I am still cautious about whether Blackberry are […]
Keeping your brand successful
Reading Time: 4 minutes Well, the IPO for Fitbit got off to a flying start, but will it last? Can the company continue to grow at anything like the rate it has? Here’s the good news. This certainly looks like a market on the march. According to the Guardian, 16 million fitness trackers were sold globally last year, with […]
Updated post: Refreshing your brand promise
Reading Time: < 1 minute Updated (alright,completely rewrote) one of my older posts today about the need for brand managers to think about at least refreshing their brand promise if they haven’t got sign off to do a complete repositioning. It seems a practical solution to me in the light of the pressure so many face to keep their brands […]
Rebranding: 10 reasons why rebrands fail
Reading Time: 5 minutes As this article in Entrepreneur reminds us, plenty of brands try to re-set the market’s understanding of their brand and are well and truly spanked for doing so. If rebranding is the hot topic of conversation at your place right now, here’s 10 reasons to leave things as they are:
Changing brand economics
Reading Time: 4 minutes Consciously 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 […]
Don’t brand for now, brand for then
Reading Time: < 1 minute It’s a pleasure to announce that Entrepreneur.com have just published a new post by me. “Don’t brand for now, brand for then” discusses developing a brand strategy for the brand you intend to be, not just the brand you are right now. Hope you enjoy.