Brand strategy. Is it art, science, or crap?
Do all the frameworks and processes that strategists use really add value for brands or is it all just ****? In the spirit of strategy itself, let’s test a number of positions.
All posts tagged: branding strategy
Six enduring brand building principles
Keep Calm and Carry On is a cultural marque in its own right, but in these turbulent times, it’s still good advice for those charged with looking to build brands.
How un-designed should brands be?
As brands seek to stay in touch with consumers, some are saying the future of brands depends on them looking less manufactured. That feels like an overstatement.
25 questions for start-up brands
Some searching questions, by way of a guide, for the leaders of companies expecting to build lucrative brands in the years ahead.
Big bang branding
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 seen there?
Is your brand running out of ideas?
Brands come alive for people when they encapsulate ideas that consumers want to have in their lives. That’s partly what makes brands distinctive and desirable. So what do you do when your core idea is no longer as attractive as it used to be?
Podcast w/ Nick Westergaard at Brand Driven Digital
What went wrong for your brand last year?
As we start another year with all the usual wishes to do better, it’s sobering to review how your intentions from this time last year panned out. What didn’t happen, and what do those disappointments tell you about your brand and the state of your brand heading into 2016?
Really enjoyed 2015. Hope you did too
So, last day of the year here in New Zealand. Summer’s arrived (something we always welcome in Wellington) and I’ve had a few days to put things in order and get ready for the year ahead.
Judging your brand distance
Distance is an interesting concept in brand positioning terms. How closely you look to cluster with others and how determined you are to remain some way away depends on your strategy and what you stand to gain from getting up-close.