Latest Posts

What CMOs can expect from a rebrand

What to expect from a rebrand

By Mark Di Somma

Every company that rebrands does so with high hopes. Their expectation is of course that this will mark a new chapter in the life of the business. Given how much is being invested, that seems more than a reasonable goal on their part. But is it realistic? How much change can a company expect to see through a rebrand, and where? This article by Laurent Muzellec and Mary Lambkin from some years back lays out some evergreen principles and reminds us that no two rebrands are the same in terms of the results they generate. Read More

Every brand culture needs a benchmark question

Every brand culture needs a benchmark question

By Mark Di Somma

Every brand has a truth point – and that point is always the point of contact: the moment when the customer makes contact with the brand, to buy, to ask, to complain, to enquire … Everyone whose studied marketing for any time nods at this obvious point. But interestingly, whilst all brands acknowledge contact as the truth point and most wax lyrical about customer service and having a customer promise, far fewer resource for it or prepare their people thoroughly to deliver on it. A surprising number still don’t explain to their own people how to apply the brand to what they are working on in their day. They seem to just expect it to happen. Read More

Introducing experiences to on-demand brands

Introducing experiences to on-demand brands

By Mark Di Somma

The sharing economy is substantial. Uber’s valuation just hit $50 billion. Airbnb is valued at around $20 billion. And Entrepreneur believes the sharing economy’s size in five key sectors will reach 335 billion by 2025. As this article explains, “The catalyst behind the sharing phenomenon are technology platforms—big data and mobile—allowing consumers to share anything, anywhere, and anytime at an affordable price. Sharing is ubiquitous today.” Read More

Balancing energy and focus in your organizational culture

Balancing energy and focus in your organizational culture

By Mark Di Somma

In this post from some time back I talked about the difference between brand energy and brand focus. I discussed how marketers often put the emphasis on spend (energy) and hope it ties to an outcome. I contrasted this with marketers who begin with the outcome they want (focus) and apportion an appropriate level of energy to achieve it. Above all, I emphasised the need for balance between these two forces. Read More

The brand agency positioning dilemma

The brand agency positioning dilemma

By Mark Di Somma

A recent conversation with a client looking for a brand agency was a reminder of just how little of its own dog food the industry eats. Her assertion that “they all look the same and say the same things” highlighted just how difficult brand differentiation is. It’s so hard in fact that even those who claim to do it for a living struggle to do it for themselves. Read More