Balancing brand priorities
Brands drive attention and income off awareness, but they derive their real value from their ability to shift and sustain longer term sentiment.
Month: January 2017
How do you define a responsible brand?
The ethical consumer may be a well identified buyer in the marketing press, but customers themselves seem somewhat confused by what counts as a responsible brand.
Brands get what they deserve
Every brand decision is a negotiation between what has worked to date and what is required to succeed going forward.
15 ways to be a more valuable brand
We often think of brand value in financial terms. But that value, I would venture to suggest, is actually a result of a broader initiative that brands need to think about in these busy times: finding ways to be valuable in the lives of those who buy from them.