Despite its questionable launch strategy the Commonwealth Bank’s new “Can” brand positioning may have the ability to stake out a real point of difference that will leave its competitors behind. Australia’s ‘big four’ banks have traditionally been perceived by consumers as a largely undifferentiated group of institutions. A group that has also be seen as … Continue reading
You would be hard pressed to find a mid to senior marketer that isn’t an advocate of the customer-centric view of marketing. It has after all been the dominant marketing paradigm of the past 30 plus years, ingrained in every marketing text and preached by industry leaders. With the identification and fulfilment of category specific … Continue reading
Similar to the idea of dressing for the job you want rather than job you have, sometimes brands can accelerate their growth by signalling their ambition to their customers and business partners. This appears to the case with Glorious Foods!, a relatively small UK brand that has just launched (at least conceptually) a very impressive … Continue reading
Over the past decade businesses that compete in the mass middle market of their industries have seen increasing pressure on sales and margins. ‘Death in the middle’ as it has been called has been caused by competitors taking either value positions or premium positions. This has shrunk the space in the middle and made the … Continue reading
As part of what some commentators are calling the biggest reinvention in the history of US retailing, JC Penney – a century old US mid-market department store chain – is challenging some of the fundamentals of mass market retailing. A bold move that could ultimately change some of the basic rules of the industry. Targeting … Continue reading
The Kia Soul is a compact car designed for Generation Y and “the young at heart”. While in Australia its sales languish near the bottom of the small car category (ironically attracting older buyers), in USA it has been one the automotive successes of the past three years. A good part of this success has … Continue reading
The GFC has led to calls for executive remuneration to be overhauled so as to incentivise CEO’s and other senior executives to prioritise sustainable business strategy and profitability over short-term performance. For instance, bonus and stock options that are awarded over the medium to long-term. If this eventuates it is likely brand strategy and brand … Continue reading
Brand Truth - Brand Strategy Consulting, Melbourne 