The new brand strategy dichotomy: likeable or cult

Reading Time: 2 minutes Some excellent points raised by Carol Phillips in her post The Hostile Brand Strategy on Branding Strategy Insider. I’ve said for some time that the middle market is the muddle market – and that a more polemic approach by brands is, in my view, inevitable.

Bigger and smaller: the polarisation of brand experiences

Reading Time: 2 minutes If you’re a cult brand looking to take on a scale player in an industry that favours significant footprint, how can you hope to win? Possibly by retaining everything that reinforces your cult brand kudos and plugging in to what Jeremiah Owyang refers to as the Collaborative Economy. According to research that he shares here, […]