The one thing every brand product or service can count on is that there is a brand crisis in your future. No brand is immune. And, because bad news travels fast (faster than ever, due to social media), time is of the essence. When do you have a brand crisis on your hands? Whenever […]
The races for 10 Downing Street and the White House highlight universal lessons in brand strategy for keen observers. As a brand, there’s none more emotive and powerful than a prime minister or president of the United States. The time period available in politics for building a party platform, selecting leaders, and creating a campaign […]
From Silicon Valley to Silicon Docks and Silicon Roundabout, the buzzwords “entrepreneur”, “branding” and “startup” get bandied about quite a bit, so let’s take a look at their meanings. Dictionary definitions indicate that an entrepreneur is a person who initiates, organizes and manages a business and assumes its risk. A startup is the vehicle for […]
A Rebranding Strategy Guide for Brand Owners and Managers The business world is in a constant state of flux. Markets change, new trends emerge, disruptive competitors alter longstanding rules, and customer preferences evolve — all of which impacts your brand. Consequently brands are constantly evolving to ensure future growth and relevance. Even the longest standing and […]
Successful branding is not easy. That’s why Coca-Cola, Sony, Microsoft, Ford, Colgate-Palmolive, McDonald’s and more — a few of the world’s biggest brands — have been responsible for some giant-sized branding flops. In 1957, the introduction of the Edsel by Ford Motor Company was such a big failure that the name “Edsel” has become […]
Mondelēz International is a globally recognized snack manufacturer responsible for over 50 brands. However, according to its fact sheet released in 2015, 13 of its ‘power brands’ in 2014 were responsible for 60 percent of revenue which suggests that those 13 high performers have stronger brand positioning than the rest of the portfolio. In fact those 13 […]
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 […]
Are you launching a new brand to market or considering rebranding but you’re not sure where to start to ensure a profitable return on your investment? Have you got a really fantastic product or service but you’re struggling with how to clearly articulate what your brand stands for and what makes it really different […]
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