Translating company values into action principles
It’s all very well having a purpose and company values, but how have you translated those into actionable principles that guide what you will do and won’t do?
Year: 2017
How to be a more generous brand
At a time when consumers continue to assume that brands will simply provide more, it may seem strange to suggest that brands should be more generous. And yet the case for brands delivering greater profits by bringing greater joy makes complete sense.
5 common brand mistakes (and how to recover from them)
Marketers talk a lot about brands growing and expanding, but when should a brand pull back? Here are five common brand mistakes and the best things to do if you want to recover.
How to keep your brand successful
Marketers are under huge pressure to succeed. But how should we judge a successful brand? And what should brands do to stay successful?
Is your brand image too serious?
Branding is a serious business, but does that mean brands themselves must always be so serious. Is there room for more personality? Should you lighten up your brand image?
Is your competitive strategy too competitive?
Branding is competitive. It’s about staking out the right to earn over others. So it requires a strong and competitive strategy. But when that competitive streak becomes obsessive, brands lose objectivity and that can cost them dearly.
Brand growth: finding the perfectly sized brand
There’s an interesting polarisation going on right now in terms of brand size. Companies that have expanded are now consolidating their brand models in the hope of getting closer to consumers and achieving greater brand growth.
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.
Real brand responsibility: the story of why
Historically, corporate social responsibility (CSR) has put the emphasis on how businesses are doing good. It’s become an increasingly varied checklist of “things we’ve done right”. Today though, socially aware audiences want to do business with brands that are good. They want brands to assume real responsibility. And to share that story.
Defending your brand against attack
You’ve worked hard to build your competitive positioning. Here’s what you should do in response to an aggressive competitor – and why.