Reading Time: < 1 minuteMy favourite brand strategy is one that takes a brand where the competitor can’t go or wouldn’t go. Even better, the strategy is a honey-trap. It may look inviting from the outside but if a competitor did dare to venture there, doing so would be to their competitive disadvantage.
Tag: rebranding
Should you save your brand or let it die?
Reading Time: 4 minutesRecently Patrick Hanlon wrote an interesting piece on branding a DOA brand. In it, he laid out a well thought-through plan to resurrect a dying marque: rediscover your reason for being; define your zealot consumers; define your brand assets; discover your relevancy all over again. His conclusion: “Even brands that seem out of date, irrelevant, […]
Pacing your brand revolution
Reading Time: 4 minutesJust as brands reflect the business they are part of, so they must systemically modify how they operate to reflect technological and systemic changes in the business.
Rebranding: 10 reasons why rebrands fail
Reading Time: 5 minutesAs 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:
What to expect from a rebrand
Reading Time: 4 minutesEvery company that rebrands does so with high hopes. Their expectation is of course that this will mark a new chapter in the life of the business. Given how much is being invested, that seems more than a reasonable goal on their part. But is it realistic? How much change can a company expect to […]
Refresh or rebrand? Critical brand decisions
Reading Time: 4 minutesEvery brand must change, but the extent of the change, and the size of the calls that accompany those shifts, are very different. So when should you revamp what you have to bring it up to date, and when should you “kill” the brand and start again?