Why brands contradict themselves (& when that’s OK)
Can the same brand take two quite different positions? Yes. And no.
Year: 2016
The power of a strong brand backstory
Leveraging a story that everyone knows is powerful – but risky. Powerful, because it’s immediately recognisable. Risky, because unless you can provide a new spin, it’s a tale they already know. Perhaps too well.
The end of brand maintenance
It’s tempting when your brand is trending to believe that the hard work is done. In point of fact, it may just be beginning.
Five signs your brand is fading
It’s not always easy to spot that your brand is falling out of favour with consumers, especially if, on the face of it, things look healthy.
Do brands have a finite size?
Marketers talk about brands as vehicles for growth. But does that mean they should just keep growing – or is there a point when they reach critical mass?
20 powerful brand motivations
Why do consumers keep brands in their lives? Relevance.
Brand loyalty or brand convenience?
Marketers love patterns. But repetition is not always the most reliable metric for brand loyalty. What makes your brand attractive?
What makes shoppers decide to buy?
Consumers look for products and brands that are relevant to their needs. Self evident. But the ways in which they make those choices are much more complex than quality or availability because they are so much more human.
Contrasting brand different with brand difference
Differentiation is acknowledged by most as the goal that every marketer should be seeking. But the enthusiasm for the pursuit masks a common misunderstanding – in the context of brand strategy, different and difference are not one and the same.
Do consumers love your brand or value it?
It’s increasingly easy to be a brand that people talk about in glowing terms, part of a sector that appears to be booming, and yet on a downward slide financially.