20 powerful brand motivations
Why do consumers keep brands in their lives? Relevance.
All posts tagged: actions
Brand loyalty or brand convenience?
Marketers love patterns. But repetition is not always the most reliable metric for brand loyalty. What makes your brand attractive?
What makes shoppers decide to buy?
Consumers look for products and brands that are relevant to their needs. Self evident. But the ways in which they make those choices are much more complex than quality or availability because they are so much more human.
Brand continuity in a world of fads
Every marketer is haunted by fear of missing out. As trends are identified and balloon, the decision to ignore or capitalise becomes more urgent. How do you decide what to pay attention to and what do you let pass you by?
Will customers forgive your brand?
Perhaps it’s inevitable. At some stage, a brand is going to do something to upset customers and prospects. That’s the price companies pay for trading in an era of greater and greater transparency. The key question is: when something does go wrong, will your brand be forgiven?
Taking charge as a brand
Christopher Zook’s article on why companies with strong founders are more innovative, generate a greater number of patents, and more valuable patents at that, and are proactive in investing in and adapting their business model is a reminder to all of the very human qualities required to keep a company (and its brands) growing.
The search for brand simplicity
The hardest thing you can do as a brand owner I believe is to insist on building a powerfully simple brand. It’s hard because single-mindedness is difficult in a world where the consideration set is huge and where others will quickly seek to engage you in a relentlessly upgraded features war.
Quiet brands in a world of noise
Everywhere you look today it seems, there are people and brands only too keen to spell out exactly what they think and what they want you to know, in the loudest terms possible. As the volume continues to climb, can you even be a quiet brand today?
How should you choose your brand values?
The choice of values and the nature of those values comes up a lot in any team looking to change what it stands for. Sometimes it comes up overtly. More often, it comes out in a reluctance by some to ‘move on’ from what they know because they are concerned that leadership is not up to the task or they will end up compromising their professional integrity.
How to effectively manage under-performing brands
Smart brand managers actively manage their brand portfolios for maximum collective and individual brand return. If you’ve recently re-assessed your brand portfolio and identified what appear to be one or a number of under-performers, there are a range of options you can pursue to fix that situation.