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?
All posts tagged: competitiveness
Contrasting brand different with brand difference
Differentiation is acknowledged by most as the goal that every marketer should be seeking. But the enthusiasm for the pursuit masks a common misunderstanding – in the context of brand strategy, different and difference are not one and the same.
Do consumers love your brand or value it?
It’s increasingly easy to be a brand that people talk about in glowing terms, part of a sector that appears to be booming, and yet on a downward slide financially.
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.
Distinctualising your brand
Our gut instinct as marketers is to go with what is working, because everything in the corporate rewards system is geared towards that: lack of risk appetite; the quest for short term results; even performance incentives. The irony for brands of course is that the more you go with what works for others, the less likely those ideas are to work for you.
The need for new brand questions
If brand owners are truly intent on developing brand strategies that cut through, perhaps the best place to start is with stranger questions. Asking the less obvious might push more brands to think more laterally about their futures.
An Entrepreneur’s Guide to Disruption
In my latest article for Entrepreneur, I challenge entrepreneurs to articulate what they intend to disrupt. As per the article, “if you are not entering a sector to turn it upside down, then chances are you are dooming yourself to being just another participant”. Hope you like. If you do, please share.
4 ways to successfully franchise your brand
Franchising can be a very powerful way to grow your brand, but it is a way of branding a business that has very specific characteristics and challenges.
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?