A new, ‘unconventional’ framework for business strategy is emerging. One that various high-performance companies have used to succeed at a time when most businesses have struggled to find growth. This post outlines a tested approach for strategy development aligned to this framework that can be adapted by any organisation with relative ease. Business strategy has … Continue reading
Filed under Brand Articulation …
21st Century brand strategy development: ‘Washington’ versus ‘Hollywood’ planning
There are now two distinct approaches to the development of brand and creative communications strategies. This is the view of the chair of the UK Account Planning Group’s Creative Strategy Awards, Adam Morgan, based on his review of the case studies submitted for the 2013 competition. According to Morgan, “’Washington Planning’ involves focussing on the … Continue reading
Fierce Truths – Three challenges for brand marketing from (what used to be) Monty Python
Comedy can help us see things that we’re usually blind to, or that we simply prefer to ignore. As put by writer Mary Hirsch, “Humour is a rubber sword – it allows you to make a point without drawing blood.” The ad industry, for all its foibles, often manages to laugh at itself. And in … Continue reading
Why looking for your brand’s Unique Selling Proposition may be dangerous to its health
If you manage brands, the chances are at some point you’ll find yourself in a situation where someone wants to determine the Unique Selling Proposition for a brand you’re responsible for. Usually this will be because the brand isn’t performing and it’s been concluded that there’s a need to refresh or reposition it. So the … Continue reading
3 Brand Building Lessons from Guerlain’s epic The Legend of Shalimar web film
Recently the fashion world has been abuzz about a new web film from French perfume house Guerlain for its signature Shalimar fragrance. The almost six minute long “The Legend of Shalimar“ has been hailed by many as setting a new standard for mega-production advertising. It has also set a new standard for epic brand story-telling. … Continue reading
Can Apple keep its cool?
Apple is one the strongest brands on the planet. But over the past two years it has been increasingly tested by direct attacks from competitor advertising in its home market of the United States. This post outlines what’s been happening and Apple’s response to it. A (very) short history of Apple’s brand communications To put … Continue reading
New research implies social media may be “killing” rather than building FMCG brands
In February this year the title of a short article in Forbes asked the provocative question “Can social media be killing brands?”. The article reported on the preliminary findings of a ten-year study by two American academics into the use of social media by US FMCG brands and its impact on their relationships with consumers. … Continue reading
Don’t just create a brand positioning, create a brand story
The advent of digital media and changes in consumer expectations mean that brands now have to think in terms of the story they want to tell rather than just positioning themselves. This post examines the shift from positioning to story, provides an overview of brand storytelling, and exemplifies this through looking at how the Scotch … Continue reading
The key qualities of great consumer insights practitioners
A recent online group discussion I participated in posed the question “Which is the most important factor that makes an insight professional outstanding”? The responses to this – from various industry professionals – ranged from the obvious to the surprising; in particular what was concluded to be the most critical ability. Based on these responses, … Continue reading
Do brand promises really influence customer satisfaction? The case of the big four banks
The post Why brand authenticity is critical for customer satisfaction outlined the perspective that customer satisfaction is a product of brand authenticity. That is, if what a brand has and does clearly supports and lives up to its brand promise then its customers are more likely to be satisfied. This post explores the validity of … Continue reading