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?
Tag: Focus
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 […]