I was going to title this post “make your values your brand” but then I thought I should go back a step and talk about what values – and whose values – I’m talking about. The reality is that too many organisations of all sizes fall into the trap of trying to be something they …Read more
Case studies on successful brand development are always interesting. This one on the genesis of the Nike “Just do it” campaign provides great insight from someone who was Nike’s Director of Marketing Insights & Planning at the time, Jerome Conlon. The Brand Brief Behind Nike’s Just Do It Campaign by Jerome Conlon Just Do …Read more
As well as product and service brands, I often work with young professionals who realise the importance of building their own personal brands. I also work with family businesses that can maximise the value of their family business brands using unique elements that come with their family heritage. This article by Mark Di Somma explores …Read more
I work with organisations on brand strategy and it’s surprising how often the idea of changing the name finds its way onto the agenda. Frequently it goes no further than that, but when you analyse it there are five reasons why you might at least consider the idea. The first is a given. If there …Read more
For brands to gain lasting distinction product differentiators are not enough. Successful brands connect powerfully at an emotional level with their customers. As Brad VanAuken of The Blake Project points out in this article “Emotional connection can take your customers beyond brand loyalty to the ultimate measure of a compelling brand: brand advocacy.” How …Read more
Brand architecture – how you manage your portfolio of brands – is an important strategic decision for any business. Do you go “house of brands”, “branded house strategy” or somewhere in between? The latest trend emerging within the large, multi-national brands is toward a branded house because of one or a number of the following: …Read more
During the recent election campaign Malcolm Turnbull was ridiculed for using the expression “continuity with change”. The reason, primarily, was that this very phrase had been used in the American political satire Veep because the writers thought it was “the most meaningless slogan they could think of”. That’s not helpful to a man looking to …Read more
There are three things to keep in mind when talking about sponsorship in this day and age. The first two I’ve written about before. Both parties must see it as a business partnership, not simply one side helping the other out, and sponsors must make a marketing decision not just a philanthropic one. There must …Read more
The term “brand architecture” is not so much misunderstood as misinterpreted by many smaller businesses. They see it as an issue just for the big end of town; for large corporations with complex brand portfolios working across multiple markets. But it’s not. I talk about brand architecture or multiple brand management with a number of …Read more
I work with a lot of family businesses and often get asked whether that influences how I go about helping them with brand development. The non-technical answer is that it’s “same, same but different”. The principles don’t change and the process that I take clients through is consistent, just as a doctor follows tried and …Read more