The temptation for most businesses and indeed most brand managers is to look for growth right across their brand portfolio. Their strategy is developed on that basis. But that’s far harder and far less effective than it sounds. Read More
Latest Posts
Winning as a small brand
Small brands are edgy, attuned and preferred. That seems to be a common sentiment right now. But there is nothing to suggest that any of this makes it easy to win as a small brand today. Read More
How un-designed should brands be?
As brands seek to stay in touch with consumers, some are saying the future of brands depends on them looking less manufactured. That feels like an overstatement. Read More
How your brand should act with certainty today
In uneasy times, the most powerful thing a brand can do is to define its place, value and opinions in the world. That way, everyone knows where they stand. Read More
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. Read More
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. Read More
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. Read More
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. Read More
Clarifying your brand’s viewpoints
It’s happened to Doc Martins, Burberry and others over the years: groups turned their brand into a symbol of something the brand itself did not believe or endorse. Read More
7 ways brands break their promises
Some time back, I looked at what it took to get a brand promise right. In this post, I want to examine the converse: when (consumers feel that) brands have not lived up to what they said they would deliver. What happens to generate customer disappointment? Read More