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Archive for category: Brand Experience

The Age Of Internal Branding And Selling It From The Inside Out

August 9, 2017 /0 Comments/in Brand Ambassador, Brand Champions, Brand Culture, Brand Experience, Brand Leadership, Brand Strategy, Brand Values, Branding, Internal Branding

Did you know that internal branding is the best way to get employees to develop a powerful emotional connection to your products or services so they become your top performing brand advocates because effective internal branding increases sales? That emotional connection with the brand and its culture is what drives more than 2 million[1] […]

The Impact of Company Brand Culture On Driving Performance and Increasing Sales

July 23, 2017 /2 Comments/in Brand Culture, Brand Experience, Brand Innovation, Brand Loyalty, Brand Positioning, Brand Profiling & Positioning, Brand Refresh, Brand Relaunch, Brand Revitalisation, Brand Values, Rebranding

Most leaders and employees would view company brand culture as a crucial part of job performance and satisfaction coupled with great customer service, yet for so many brands it remains an elusive concept. We all know intuitively that a bad company culture produces bad results and there are plenty of statistics to back this […]

How Do Challenger Brands Become Market Leaders?

June 16, 2016 /0 Comments/in Brand Culture, Brand Differentiation, Brand Experience, Brand Personality, Brand Strategy, Brand Values, Branding, Challenger Brands, Customer Engagement, Disruptor Brands, Uncategorized

In Silicon Valley, startups reaching a valuation of $1 billion are known as unicorns because they’re considered so rare. As of April 2016, there are 165 such privately-owned companies from Airbnb to ZocDoc,[1] a number which might suggest to the casual observer that the unicorn isn’t quite so rare after all. However, “Failure is the […]

Brand Stories: Critical to Brand Growth Strategy

March 30, 2016 /0 Comments/in Brand Culture, Brand Experience, Brand Story, Brand Strategy, Branding, Customer Engagement, Online Marketing, Social Engagement, Storytelling

Have you ever said “No, thanks” when asked, “Would you like to hear a great story?” Generally not. A great brand story cleverly communicated can be just as compelling as one told in person. Yet, while small children may be enthralled by tales predictably opening with, “Once upon a time…”, sophisticated customers need more from […]

Brand Promises: How to Craft, Articulate and Live Them for Brand Success

March 22, 2016 /0 Comments/in Brand Ambassador, Brand Audit, Brand Auditing, Brand Audits, Brand Champions, Brand Culture, Brand Experience, Brand Health Check, Brand Loyalty, Brand Personality, Brand Profiling & Positioning, Brand Promise, Brand Values, Branding

According to a Gallup study of nearly 18 million people, most customers say brands don’t live up to what they promise. [1] Many are also disengaged with their respective brands, and consequently not loyal to them either. Here we take a look at how to create, develop, share and authentically live out and deliver on […]

Top 10 Brands for Customer Experience and What You Can Learn From Them

March 1, 2016 /0 Comments/in Brand Affinity, Brand Champions, Brand Culture, Brand Differentiation, Brand Experience, Brand Health Check, Brand Loyalty, Brand Strategy, Brand Values, Business, Corporate Social Responsibility, Customer Engagement, Customer Service

“If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.” (Jeff Bezos) – CEO Amazon. 89 percent of companies expect to compete mostly on the basis of customer experience in 2016 according to a recent […]

Brand CSR: The Business Case for Successful Branding and Social Good

February 1, 2016 /0 Comments/in Brand Champions, Brand Collateral, Brand Differentiation, Brand Experience, Brand Leadership, Brand Loyalty, Brand Profiling & Positioning, Brand Promise, Brand Relevance, Brand Reputation, Brand Strategy, Brand Values, Branding, Business, Cause Marketing, Corporate Social Responsibility, Millennial Branding

According to a Nielsen poll of consumers in 60 countries, 55 percent of purchasers are willing to pay more for products and services from companies that do their part to encourage positive social and environmental impacts.[1] Clearly, corporate social responsibility influences buying preferences, but how else is it important? We’ll examine the answer to […]

What’s a Cult Lifestyle Brand, and How do You Create One?

January 25, 2016 /0 Comments/in Brand Culture, Brand Differentiation, Brand Experience, Brand Leadership, Brand Loyalty, Brand Personality, Brand Premiumisation, Brand Profiling & Positioning, Brand Reputation, Brand Story, Brand Strategy, Brand Values, Brand Voice, Branding, Branding Trends, Cult Branding, Customer Service, Premiumization

When the Apple Corporation gave its annual report in 2015, it had a whopping $178 billion in cash, or enough to buy the Ford, Tesla, and General Motors car companies and have more than $41 billion left over. [1] Such is the power and worth of a so-called cult lifestyle brand. Here, we’ll look at […]

What Customers Want: Top 16 Branding Trends in 2016

December 7, 2015 /0 Comments/in Brand Culture, Brand Experience, Brand Personality, Brand Story, Brand Strategy, Branding, Branding Trends, Business, Customer Engagement, Global Branding, Integrated Marketing, Interactive Marketing, Market Insights, Marketing, Millennial Branding, Mobile, Mobile Commerce, Online Marketing, Social Engagement, Technology, Video, YouTube

More than a half century ago, the customer-centric branding pioneer Walter Landor said, “Products are made in the factory, but brands are created in the mind.” [1] In 2016, the path to that consumer experience is a two-way street, and guess who’s in the driver’s seat? Brands with strong personality are the winners, because customers […]

Luxury Branding: How to Establish or Re-Position Your High-End Brand

November 30, 2015 /0 Comments/in Brand Ambassador, Brand Audit, Brand Auditing, Brand Audits, Brand Champions, Brand Collaboration, Brand Experience, Brand Health Check, Brand Identity Design, Brand Personality, Brand Premiumisation, Brand Profiling & Positioning, Brand Promise, Brand Strategy, Branding, Co-Branding, Luxury Branding, Packaging, Packaging Design, Premiumization

The combined value of the various luxury goods markets in 2014 was an estimated 865 billion euros, with luxury cars, personal luxury goods and luxury hospitality taking the top three places, with values of 351 billion, 223 billion and 150 billion respectively. [1] In order to understand the branding strategies developed and utilized by […]