Reading Time: 3 minutes An observation from the Havas CES 2016 report that we will increasingly see more companies working together across widely different marketplaces is a reminder of the new bridges that brands must be looking to build going forward. Inevitably these invite new approaches.
Tag: customer engagement
10 things that break brands (and how to fix them)
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.
Should your brand sponsor a big event?
Reading Time: 4 minutes Some events, like the Olympics, Formula One and the FIFA World Cup, attract huge audiences. If you’re a smaller brand looking to change how you are perceived, is it a responsible action to bet everything you have on being a brand sponsor?
Rethinking the frontline services of brands
Reading Time: 3 minutes Brands are quick to identify customer experience as an area of critical success for them. Yet too often those responsible for frontline service delivery lack the authority or the experience to fully act in the interests of those customers.
How to build strong, high-performing brand equity
Reading Time: 5 minutes Brand equity is the accumulated added value element of your brand. I often refer to as “emotional margin”. It’s frequently measured as the gap between the price your brand can command through its very presence because of the goodwill it has built up compared with how consumers value non-branded products in your category.
How to build a quiet brand in a world of noise
Reading Time: 4 minutes Everywhere you look today it seems, there are people and brands only too keen to spell out exactly what they think and what they want you to know, in the loudest terms possible. As the volume continues to climb, can you even be a quiet brand today?
Do consumers love your brand or value it?
Reading Time: 5 minutes It’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.
Brand loyalty or brand convenience? Here’s how to tell.
Reading Time: 3 minutes Marketers love patterns. But repetition is not always the most reliable metric for brand loyalty. What makes your brand attractive?
Five signs your brand is fading
Reading Time: 4 minutes It’s not always easy to spot that your brand is falling out of favour with consumers, especially if, on the face of it, things look healthy.
Why we still need people to manage brands (even though machines can do all the work)
Reading Time: 3 minutes In 2000, an article in Wireless called into question whether machines were quite the panacea we hoped they were. It was possible, said the author, that this dependence on machines was not going to a good place.
Three myths that will hurt your brand
Reading Time: 4 minutes Everybody wants to believe they work for brands that are among the best. But just as marketers are in the business of telling others stories, they also tell themselves stories about the brands they work for. And some of those myths are just not good.
15 ways to be a more valuable brand
Reading Time: 2 minutes We often think of brand value in financial terms. But that value, I would venture to suggest, is actually a result of a broader initiative that brands need to think about in these busy times: finding ways to be valuable in the lives of those who buy from them.