Reading Time: 10 minutes A deliberate strategy is one that locks your brand into an approach for the foreseeable future based on clear data and harnessing the resources of the organisation to make that happen. It is a highly intentional strategy – motivating people to come together and work, in harmony, to accomplish defined goals. But is it the […]
Tag: Focus
Finding your brand mandate
Reading Time: 5 minutes What gives you the right to sell a product/service at margin today? It’s easy to assume you have a brand mandate. Or that you deserve one. But what is your brand doing to earn/retain the mandate it wants/has?
Finding an obsession
Reading Time: 2 minutes When you apply the concept of provenance to brands, it becomes a concept centred on systematically and competitively ‘localising’ what you’re about rather than diversifying to try and meet the generalised needs of the wider world. So it’s about having a narrowcast brand: one focused to the point of obsession on a specific area of […]
Excitement vs risk: The very different emotions driving purchase of B2B and B2C brands
Reading Time: 3 minutes Philip Kotler once described brands as helping people to make decisions. In a world of frenzied competition and bewildering choice, they are of course the fastest, simplest and most effective way to link a name to a perception of value. What can easily be overlooked however is that B2B and B2C brands are not just […]