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Archive for category: Brand Relevance

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 […]

Brand Audits: Why You Need Them and How to Perform One

January 12, 2016 /0 Comments/in Brand Audit, Brand Auditing, Brand Audits, Brand Health Check, Brand Personality, Brand Relevance, Brand Research, Branding, Business

From public transit advertising to shop displays, analysts believe we are exposed to up to 5,000 instances of branding exposure messages per day.[1] That extreme saturation of the market place is why it’s so crucial to be aware of the health of your brand, and make changes if necessary. The first step in achieving […]

Rebranding Strategy: Gems of Wisdom from 5 Successful Brand Revitalizations

January 5, 2016 /0 Comments/in Brand Audit, Brand Auditing, Brand Audits, Brand Champions, Brand Collateral, Brand Design, Brand Differentiation, Brand Health Check, Brand Identity Design, Brand Personality, Brand Profiling & Positioning, Brand Relaunch, Brand Relevance, Brand Reputation, Brand Research, Brand Revitalisation, Brand Strategy, Brand Values, Branding, Business, Customer Engagement, Graphic Design, Market Demographics, Market Insights, Market Research, Millennial Branding, Rebrand, Rebranding, Return On Investment, Revamped Design, Revitalized Design, Target Market

Rebranding is a relatively broad term, as it encompasses both large and small-scale changes to an existing brand, which aim to resurrect a failing brand, reposition the brand and allow the company to reach out to a new target market, or simply help the brand keep up with the times. While some brands adopt […]

Seasonal Branding: Tread Carefully with Christmas Themed Brand Strategies

November 24, 2015 /0 Comments/in Ambush Marketing, Brand Champions, Brand Collaboration, Brand Collateral, Brand Health Check, Brand Loyalty, Brand Personality, Brand Profiling & Positioning, Brand Relevance, Brand Reputation, Brand Sponsorship, Brand Story, Brand Values, Branding, Business, Cause Marketing, Co-Branding, Customer Engagement, YouTube

Fourth quarter commercialism looms large. Sparkly red and green Christmas displays are simultaneously mounted as spooky orange and black Halloween decorations come down. From Ireland to Illinois, consumers react in unpredictable ways to brand seasonal messages that creep in earlier and earlier every year. For retailers, that response can mean boom or bust for critical […]

Brand Loyalty: 5 Key Steps to Building Your Loyal Fan Base

November 3, 2015 /0 Comments/in Brand Affinity, Brand Ambassador, Brand Champions, Brand Collaboration, Brand Culture, Brand Design, Brand Experience, Brand Loyalty, Brand Personality, Brand Promise, Brand Relevance, Brand Strategy, Branding, Business, Social Engagement, Social Media

“80% of your company’s future revenue will come from just 20% of your existing customers” according to Gartner Group.[1] This means that brands need to devote more attention to building a loyal customer base, and in order to do this successfully they must inspire trust. Given the number of recent scandals relating to […]

Rugby World Cup Branding: 5 Ideas You Can Learn From Big Brand Marketers

September 28, 2015 /0 Comments/in Brand Ambassador, Brand Leadership, Brand Relevance, Brand Sponsorship, Brand Story, Brand Strategy, Branding, Business, Celebrity Endorsement, Global Branding, Integrated Marketing, Return On Investment, Storytelling, Video, YouTube

At the early Olympics, every four years triumphant athletes were lauded by having sponsorships called out (family name and native town), odes written and likenesses commissioned. These ancient versions of mass media frenzy were designed to create buzz and sing the virtues of the victorious. Today, major sporting events continue to represent big opportunities for […]

Baby Boomer Branding: How and Why to Market to this Lucrative Demographic

August 24, 2015 /0 Comments/in Boomer Branding, Brand Design, Brand Health Check, Brand Relevance, Brand Strategy, Branding, Business, Market Demographics, Market Insights, Market Research, Marketing, Return On Investment, Revamped Design, Revitalized Design

Although there’s a lot of talk about millennials and their desire to engage in consumerism, it’s important not to overlook the baby boomer generation, born from the end of World War 2 up to the early 1960s (roughly between 1946-1964). After all, Baby Boomers hold 70 percent of all disposable income in the United States. […]

Rebranding Strategy: The ABCs of Rebranding Google

August 18, 2015 /0 Comments/in Brand Audit, Brand Auditing, Brand Audits, Brand Expansion, Brand Health Check, Brand Leadership, Brand Name Creation, Brand Name Origination, Brand Personality, Brand Profiling & Positioning, Brand Relaunch, Brand Relevance, Brand Reputation, Brand Revitalisation, Brand Strategy, Branding, Business, Rebrand, Rebranding, Sub-Branding, Sub-Brands

Google made us uncomfortable! When the third most valuable brand in the world [Forbes, 2015] announces a surprise rebranding, people notice. On a recent midsummer Silicon Valley afternoon, the Co-founder and CEO of Google morphed into the CEO of Alphabet before our eyes. What’s Alphabet, we wondered? Larry Page opened his […]

Packaging Design: How to Make it into an Irresistible Customer Brand Magnet

June 25, 2015 /0 Comments/in Brand Design, Brand Differentiation, Brand Personality, Brand Premiumisation, Brand Profiling & Positioning, Brand Promise, Brand Relevance, Brand Strategy, Brand Values, Brand Voice, Branding, Graphic Design, Packaging, Packaging Design

The growing proliferation of multiple different brands in the market place has made customers spoilt for choice, but often at the expense of easy decision-making. As most of us know, shopping has become a far more arduous affair where we frequently find ourselves overwhelmed and sometimes confused by the array of products on shelf […]

Brand Renaming: Name and Tagline Change Considerations

February 17, 2015 /0 Comments/in Brand Audit, Brand Auditing, Brand Audits, Brand Collateral, Brand Name Creation, Brand Name Origination, Brand Profiling & Positioning, Brand Relevance, Brand Strategy, Branding, Rebrand, Rebranding, Return On Investment, Situation Analysis

Is your brand struggling to stay relevant, afloat, or sinking in the marketplace? Do you feel that your brand could be capturing more market share—but it just isn’t happening on your current platforms? Renaming your brand or changing your tagline can be a powerful strategy for brand renewal or revitalisation, but it’s not a […]