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.
All posts tagged: trends
Speaking in Wellington this week
As some of you know, I’m working with Pete Canalichio on a new book about how brands can rethink their growth strategies. Together we’ve been studying how and where many of the world’s most successful brands partner up to reach consumers, how they grow engagement with their brands by expanding their market sector reach, and what that means for business models. On Thursday evening, I’ll be sharing my thoughts on how the strategies of global brands can be applied to businesses of all sizes looking for growth and profitability in today’s super-competitive environments. Building Brands in the Connective Economy Level 2, 318 Lambton Quay, Wellington Thursday 13 October 5:00-7:00pm Admission is free, but please register at Future of Business. Hope to see you there.
Are we heading for driverless brands?
In 2000, an article in Wireless called into question whether machines were quite the panacea we hoped they were. It was possible, said the author, that this dependence on machines was not going to a good place.
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.
Upcoming Webinar: Reframing How Brands Expand Globally
One for my States-side friends. (It’s a little early for most in my part of the world.) Please join Pete Canalichio, Managing Partner at Licensing Brands Inc, and me for a LIMA webinar on May 5 (EST) as we use several case studies to show how top licensors are utilising brand expansion through licensing to help maximize shareholder value and meet their long-term business objectives. Find out more at: http://www.licensing.org/news/new-webinar-420-risk-assessment-management/#sthash.ivAfOiYj.dpuf
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?
What’s the half life of a digitally-built brand?
There’s some evidence to suggest that brands globally can expect to have shorter and shorter half lives. But do the same dynamics apply to digitally-based brands that have applied to the brands that were built “physically” in the past?
Presentation: Go big, go small or go home
As the middle market takes a battering in many sectors, size matters more than ever. It matters up and it matters down – because the positioning options themselves are becoming more extreme. You either expand to compete regionally or globally or you go the other way entirely and focus on specific opportunities.
Questioning brand size
Is flexibility replacing footprint as the new black for global brands? That’s the inevitable question as Walmart announces a major redraft of its stores policy.
Brand in a world of screens
In The Smarter Screen, Shlomo Benartzi lays out a world where we are besieged by choices; choices that, far from helping us to make better decisions, confuse us into behaving in ways that are actually less informed.