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Archive for category: Brand Relevance

Brand Profiling: Top 6 Components to Creating a Strong Brand Personality

February 2, 2015 /2 Comments/in Brand Personality, Brand Profiling & Positioning, Brand Promise, Brand Relevance, Brand Story, Brand Strategy, Brand Values, Brand Voice, Branding, Target Market

Your brand is much more than merely product or service related features and benefits, or a logo. Brands are an experience—the relationship between your business and your customers. In the words of Simon Sinek “people don’t buy what you do, they buy ‘why’ you do it and what you do simply proves what you believe.” […]

Brand Naming: Top Ten Methods for Brand Name Creation

September 23, 2014 /7 Comments/in Brand Name Origination, Brand Profiling & Positioning, Brand Promise, Brand Relevance, Brand Strategy, Brand Values, Branding

“A rose by any other name would smell as sweet.” This immortal line from William Shakespeare’s “Romeo and Juliet” reminds us that names have only as much power as we give them – but Shakespeare didn’t have to worry about branding. The name of your company, product, service or range etc. is often the […]

Entrepreneurial Branding: 5 Top Tips For Brand Success

June 24, 2014 /0 Comments/in Brand Experience, Brand Launch, Brand Profiling & Positioning, Brand Promise, Brand Relevance, Brand Research, Brand Story, Brand Strategy, Brand Values, Branding, Business, Entrepreneur, Return On Investment

Entrepreneurs typically face an array of challenges with a failure rate which is dauntingly high. Estimates range from 75 to 90 percent of startups failing within the first few years – those numbers are enough to give even the most stoically resilient and determined entrepreneur pause for thought. The good news is that a […]

Destination Branding: The Key Essentials for Success

June 17, 2014 /0 Comments/in Brand Culture, Brand Experience, Brand Personality, Brand Promise, Brand Relevance, Brand Story, Brand Values, Branding, Celebrity Endorsement, Destination Branding, Marketing, Tourism

Travel is one of the largest industries in the world, with several trillion dollars spent globally by travellers each year, and within that mix, destination branding has become an increasingly important part of the marketing strategy for locations and the businesses that serve their area’s tourist demographic. Destination branding, or place branding, can be […]

FMCG Branding: Going for Gold with Fast Moving Consumer Goods

March 5, 2014 /3 Comments/in Brand Champions, Brand Culture, Brand Experience, Brand Loyalty, Brand Personality, Brand Promise, Brand Relevance, Brand Story, Brand Strategy, Brand Values, Branding, FMCG, Global Branding, Packaging

The fast-moving consumer goods (FMCG) sector is one of the most volatile and toughest categories in which to succeed and sometimes considered the birthplace of modern branding. The competition has always been fierce and the fight for wallet share never more challenging then it is now. Today’s FMCG industry is a multi-billion dollar sector […]

Humanizing Your Brand : Why It is Key to Commercial Success

June 26, 2013 /0 Comments/in Brand Experience, Brand Relevance, Brand Strategy, Brand Values, Branding, Business, Customer Engagement, Integrated Marketing, Interactive Marketing, Marketing, Online Marketing, Social Engagement, Social Media

Brands that want to succeed in this increasingly ‘always on’ social media-driven world are advised to start showing more of their human side and stop hiding behind a faceless corporate entity. By that we mean you need to consider changing your marketing focus from ‘what’ your brand is to ‘who’ it is. Customers are […]

Nostalgic Branding : Is It Right For Your Business?

June 20, 2013 /0 Comments/in Brand Relaunch, Brand Relevance, Brand Strategy, Branding, Packaging, Packaging Design

Looking back can be a profitable forward thinking strategy for many brands, with careful due diligence and appropriate application. Nostalgia often evokes positive emotions such as warmth, security and a sense of comfort in the familiar. These ‘feel-good’ associations can then be successfully transferred to your brand. Nostalgic brands are somehow seen as more […]

Brand Expansion: Give Your Customers What They Want!

May 10, 2013 /0 Comments/in Brand Expansion, Brand Relevance, Brand Strategy, Business, Customer Engagement, Market Insights, Market Research, Marketing

If we learn nothing else from the fast food and drink industry it is that complacency has no place in the business world, even among global brand leaders. A trend has emerged whereby large fast food and coffee retailers are expanding their brand model into new areas in order to capture new market opportunities and […]

Brand Commoditization : How Safe is Your Brand?

February 18, 2013 /0 Comments/in Brand Profiling & Positioning, Brand Relevance, Brand Reputation, Brand Revitalisation, Brand Risk Management, Brand Risk Mitigation, Brand Strategy, Brand Values, Brand Voice, Branding, Business, Customer Service, Global Branding

A question to ponder this week… What would your customer’s identify as the number one reason for buying your brand? If the answer is ‘low price’ or ‘convenience’ your brand could be at major risk of becoming just another commodity brand; a very risky position for any brand to be in. When it […]

When Is The Right Time for a Logo Redesign?

November 8, 2012 /0 Comments/in Brand Health Check, Brand Relaunch, Brand Relevance, Brand Reputation, Brand Revitalisation, Rebranding, Rebranding Mistakes, Revamped Design, Revitalized Design

2012 could be seen as The Year of Logo Redesign with some of the world’s largest brands taking a fresh approach to their corporate logos. From simplified updates of existing logos to completely new designs, the last few months has seen brand design success and fails from well-known global brands. The evolution of brand […]