I call it the goodness movement – the rush to appear responsible that has gripped global brands over recent years. Recognising that ethics, sustainability and CSR are now consideration factors in consumer purchasing (although we could debate the extent), brands are eager to show the world that they are doing what they can. But how much of what they are saying is actually driving how they operate and the decisions they make? Read More
We could argue at length about the influence that social media actually has on people’s thinking day to day, but there is mounting evidence to suggest that the conversations people are having over longer timeframes are reframing their attitudes to sectors at a macro level. Read More
Denise Lee Yohn is one of those people whose been part of my brand conversations for some time. I first encountered her no-nonsense approach to brand when she published an excerpt from her book What Great Brands Do on Branding Strategy Insider. It was one of the most popular posts of the year. Read More
When Al Ries took aim at McDonald’s decision to broaden their menu, saying that introducing more items had not worked as a strategy and would not so do into the future, his piece raised questions for me on the differences between diversification and adjacency. Read More
In an age where brands are increasingly seen as shared, companies can easily be lulled into treating social media as polling booths for their strategy. That’s not a good idea. However, there are times when you should respond to what is being said. The secret is knowing what to respond to, when and how. Read More
Some searching questions recently from executives who seem to pride themselves on being brand sceptics prompted me to review the parameters of what brands can do, what they can’t and why I still believe that branding is a vital business activity. Read More
If you’re a brand leader and you’ve been one for a while, there’s a good chance you know your market and that you monitor and are highly aware of your competitors. All the market intelligence you have tells you where things are. Read More
The case for brands to engage in storytelling is well made and well documented. Stories are so much more effective than facts, they engage us and in so doing, they motivate brands and buyers alike to get involved and to act. Read More
The language of a brand is really decided by two things: where you are looking to position your brand in the marketplace; and the personality that you choose to adopt. Read More
Marketers talk a lot about the increasing personalisation that consumers are looking for in their interactions with brands. At the same time though, we know consumers seek endorsement from others on the good brands to be associated with and those that should be avoided. Interesting dichotomy. If you’re a brand manager, where do you invest your energies – products (as the means of those interactions), experience (as the memory of those interactions) or reputation (as the underwriter of those interactions)? Read More
