Clarifying your brand’s viewpoints
It’s happened to Doc Martins, Burberry and others over the years: groups turned their brand into a symbol of something the brand itself did not believe or endorse.
Year: 2016
7 ways brands break their promises
Some time back, I looked at what it took to get a brand promise right. In this post, I want to examine the converse: when (consumers feel that) brands have not lived up to what they said they would deliver. What happens to generate customer disappointment?
Three reasons not to diversify your brand
There are certainly good times to consider diversifying your brand, but equally there are times when such a strategy should be avoided. Here are three situations when your brand shouldn’t go there.
Brands were born to sell
Have we become so pre-occupied with the niceties of brand that we’ve forgotten the reason they exist? Where’s the link to sales?
You can’t sell if you don’t start: A Long Virtual Coffee with Mark Hunter, “The Sales Hunter”
I met Mark Hunter on my very first trip to the United States. I was speaking at the National Speakers Association University on how to build a personal brand. Our conversations between sessions over several days would influence how I thought about sales and the business of keynote speaking.
Three myths that will hurt your brand
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.
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.
Speaking in Wellington this week
As some of you know, I’m working with Pete Canalichio on a new book about how brands can rethink their growth strategies. Together we’ve been studying how and where many of the world’s most successful brands partner up to reach consumers, how they grow engagement with their brands by expanding their market sector reach, and what that means for business models. On Thursday evening, I’ll be sharing my thoughts on how the strategies of global brands can be applied to businesses of all sizes looking for growth and profitability in today’s super-competitive environments. Building Brands in the Connective Economy Level 2, 318 Lambton Quay, Wellington Thursday 13 October 5:00-7:00pm Admission is free, but please register at Future of Business. Hope to see you there.
When should brands challenge?
Is there ever a right time to get on the front foot and call out your competitors by name? Motorola seems to think so.
Are we heading for driverless brands?
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.