Filed under Brand Building

Can Apple keep its cool?

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

The key qualities of great consumer insights practitioners

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

Why brand authenticity is critical for customer satisfaction

Why brand authenticity is critical for customer satisfaction

If customer satisfaction is about meeting or exceeding expectations, then why do so many companies measure satisfaction without considering what they are actually promising their customers?   This post draws on recent observations by Simon Wood, Head of Stakeholder Management Research for TNS UK, to explore the relationship between brand authenticity and customer satisfaction. There are … Continue reading

Brand Obama and the Art of Being Human

Brand Obama and the Art of Being Human

There is a growing consensus that to succeed brands need to be “more human”.  Ironically there is a case to be made that this also applies to politicians, business leaders and other celebrities who commonly adopt public personas in line with the stereotypical expectations of their positions. This tendency is what social psychologists term role … Continue reading