The power of a strong brand backstory
Leveraging a story that everyone knows is powerful – but risky. Powerful, because it’s immediately recognisable. Risky, because unless you can provide a new spin, it’s a tale they already know. Perhaps too well.
All posts tagged: customer engagement
Five signs your brand is fading
It’s not always easy to spot that your brand is falling out of favour with consumers, especially if, on the face of it, things look healthy.
20 powerful brand motivations
Why do consumers keep brands in their lives? Relevance.
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.
Don’t just extend your brand, expand your success
Co-written with Pete Canalichio The entertainment sector is currently evolving the art of building out brand success in exciting ways. And there are lessons in how they are doing that for entrepreneurs and companies with a brand that people want more of.
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?
Sentimental brands and the power of memories
In a world besotted with the new, sometimes the most powerful thing a brand can do is take people back to a time and a sentiment that feels comfortable and familiar.
Losing control of your brand
Apple’s recent stand-off with the FBI refocuses the dilemma of what to do when someone has used your product in a way that was never intended. What should brands do to influence or change how their products are used?
Rethinking the frontline of brands
Brands are quick to identify customer experience as an area of critical success for them. Yet too often those responsible for its delivery lack the authority or the experience to fully act in the interests of those customers.
Big bang branding
Some events, like the Olympics, Formula One and the FIFA World Cup, attract huge audiences. If you’re a smaller brand looking to change how you are perceived, is it a responsible action to bet everything you have on being seen there?