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Archive for category: Brand Culture


Redefining Your Brand Culture After a Rebrand, Sale or Merger

When you think about a positive brand culture, what comes to mind? You might envision some of its tangible manifestations, like bean bag chairs or Friday happy hours. While admittedly fun, these examples unfortunately only scratch the surface of what brand culture means.   A truly positive brand culture goes beyond words on paper and […]


4 Reasons Why Your Business Profit Starts With Your Brand Mission

In just about any niche, competition is fierce. Yet many SME, SMB, mid-size to large companies neglect to develop and articulate their brand mission because they’re either not sure how to do it or don’t realise it’s importance.   This in effect means they have nothing of substance [beyond price fights] to attract their ideal […]


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

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

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 […]


CEO Brand Leadership: How Vision Drives Brand Growth

In shaping a brand, CEO brand leadership plays a critical role as the visionary behind the brand. Leaders with vision are aspirational; they stretch the imagination and they look to the future. They understand that a vision is not just a statement; it’s a process. It’s alive. It changes as the world presents new opportunities. […]


Rebrand or Refresh? That is the Question

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 […]


How Do Challenger Brands Become Market Leaders?

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 Equity: How to Measure the Strength and Effectiveness of Your Brand

According to statistics, 88 percent of consumers say quality makes them loyal to a brand, and only 50 percent say price is their primary concern. [1] Also, when people have a negative experience with a brand, 50 percent said they were unlikely to consume content from that brand again. Clearly, this data shows how important […]