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Archive for category: Brand Profiling & Positioning

61

Building the Voice of Your Brand to Give You a Competitive Edge

Understanding What Makes You Different How is Coca Cola different from Pepsi? Why would you choose to fly Virgin Atlantic over Aer Lingus? When a product or service is not completely unique in the market how do you communicate your “significant difference” to your customers in order to give them a compelling reason to choose […]

62

Are You Leading Your Brand Effectively to Maximize Commercial Success?

Branding is not just about big business. Regardless of whether you have a specific brand strategy in place or not, if you are operating in business then you have a brand – good or bad, weak or strong.   In small and medium businesses the single greatest influence on the business brand is the company […]

63

Top 10 Reasons For Rebranding To Grow Your Business

Brands are constantly evolving to ensure they keep abreast of changing needs in the market place. Even some of the greatest brands in the world need rejuvenation. Brands like Guinness, Coca-Cola, Starbucks and Kellogg’s are iconic, global in their status. Yet when you look at their market leadership over the decades, they have all changed even […]

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16 Tips to Writing a Hot Design Brief to Get the Biggest Bang for Your Buck

Over the years I have seen a lot of different brand design briefs of all shapes and sizes from the brilliant to simply dreadful, with too many in-between lacking sufficient substance to really get the best potential return for the resources invested.    Why is the brand design brief so important ? This might sound […]