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Archive for category: Brand Relevance

What You Can Learn from The Most Iconic Rebranding Strategies of All Time

January 27, 2019 /0 Comments/in Brand Refresh, Brand Relaunch, Brand Relevance, Rebrand, Rebranding

7 Ways A Brand Refresh Will Make You More Productive And Increase Sales

July 11, 2017 /0 Comments/in Brand Refresh, Brand Relaunch, Brand Relevance, Brand Revitalisation, Brand Strategy, Branding, Rebrand, Rebranding, Return On Investment, Revamped Design, Revitalized Design

It’s often human nature to resist change because persisting with the comfortingly familiar feels ‘safer’. Sadly the marketplace is littered with case studies and examples of once very successful brands now gone forever, often because their leaders didn’t implement the critical changes needed, together with a brand refresh, that were essential to ensuring a successful […]

Family Business Branding and The Secret Drivers to Brand Success

March 14, 2017 /0 Comments/in Brand Personality, Brand Relevance, Brand Reputation, Brand Strategy, Brand Values, Customer Engagement, Entrepreneur, Family Branding

At his Tuscan estate overlooking Siena, Dr. Francesco Mazzei pours a glass of ruby red Chianti Classico while beginning to tell the story behind the distinctive label that represents several legacies: the name of his family’s medieval country house castle, the village hamlet, the family winery, and the year it was founded. “Castello Fonterutoli Mazzei […]

Brand Audits – How to Use One to Grow Your Profits

November 25, 2016 /0 Comments/in Brand Audit, Brand Auditing, Brand Audits, Brand Health Check, Brand Recall, Brand Relevance, Brand Revitalisation, Rebrand, Rebranding

Perhaps you’ve seen some of the headlines. This one from Bloomberg pretty well sums up the lot: “Snoopy, Loved as Friend, Lacking as Leader, Gets Boot at MetLife.”[1] Yes, after a 30-year run, MetLife is dropping Snoopy and the Peanuts gang. If you’re wondering why a company would break up a winning partnership and […]

What Brands Can Learn From Political Campaigns

August 31, 2016 /0 Comments/in Brand Personality, Brand Profiling & Positioning, Brand Promise, Brand Relevance, Brand Reputation, Brand Story, Brand Strategy, Brand Values, Brand Voice, Branding, Challenger Brands, Disruptor Brands, Personal Branding, Storytelling, Sub-Branding, Sub-Brands

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 […]

How Brexit Presents Big Opportunities for Small Brands

July 18, 2016 /0 Comments/in Brand Audit, Brand Auditing, Brand Audits, Brand Differentiation, Brand Health Check, Brand Personality, Brand Positioning, Brand Relevance, Brand Strategy, Branding, Brexit Brands, Business

Brand Flops: 5 Lessons Brand Managers Can Learn From Epic Brand Failures

July 12, 2016 /0 Comments/in Brand Ambassador, Brand Audit, Brand Auditing, Brand Champions, Brand Failures, Brand Relevance, Brand Reputation, Brand Research, Brand Risk Management, Brand Risk Mitigation, Brand Strategy

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 […]

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

May 8, 2016 /0 Comments/in Brand Audit, Brand Auditing, Brand Audits, Brand Culture, Brand Loyalty, Brand Personality, Brand Profiling & Positioning, Brand Promise, Brand Relevance, Brand Research, Brand Values, Brand Voice, Branding, Business

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 […]

Eleven Branding Lessons: Keeping a Sharp Eye on Your No.1 Asset

April 19, 2016 /0 Comments/in Brand Audit, Brand Auditing, Brand Audits, Brand Collateral, Brand Health Check, Brand Name Creation, Brand Name Origination, Brand Personality, Brand Relaunch, Brand Relevance, Brand Reputation, Brand Research, Brand Risk Management, Brand Risk Mitigation, Brand Strategy, Branding, Customer Engagement, Rebranding Mistakes, Situation Analysis

Once the heavy lifting in creating your brand is done, basic care and ongoing maintenance to preserve and protect it must not be overlooked. “Nurture your brand as you would a child,” says brand expert Jagdeep Kapoor, author of the bestselling “Twenty-Four Brand Mantras.” Just like all living things, a brand requires nurturing to remain […]

Branding: Creativity without Strategic Rigour is a Waste of Budget

April 5, 2016 /0 Comments/in Brand Personality, Brand Profiling & Positioning, Brand Promise, Brand Relevance, Brand Story, Brand Strategy, Brand Values, Branding, Disruptor Brands, Entrepreneur, Storytelling

“Creativity is Intelligence Having Fun.” – Albert Einstein 2016 will be a year of convergence for brand strategies. As Joel Comm[1] put it, “there’s nothing more social than face-to-face engagement,” and this is the application strategy that brands need to focus on. They need to combine traditional marketing with the emerging. They need to […]