Traits shared by worlds strongest brands

Traits shared by the worlds strongest brands

Brand management, and more specifically, the aim of building brand equity, is now seen as the single most important challenge for CMOs and CEOs across all industry sectors. The pro...

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95 to 5 rule long and short of it

Embrace the 95 to 5 brand strategy rule

From smartphones, cars and furniture to computers, home appliances or holidays, research indicates that roughly 5% of a brand’s category is ever ‘in market’ ready to buy a product o...

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Brand positioning

Brand positioning is not a destination

Recently, I was asked to review a 32-page ‘brand book’ for a well-known insurance company, which included a vision, a mission, an essence, a purpose, some values, a DNA, a brand lan...

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Avoid being a bad marketer

How to avoid being a bad marketer

Tactical marketing represents roughly 8% of the brand management process, and communications is roughly 25% of that 8%! Unfortunately, too many marketers invest upwards of 80% of t...

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Benefits of brand management

Why invest in brand management?

Strong brands change the way people think, feel and act, so it shouldn’t be a surprise that good brand management will deliver value far beyond just revenue growth. A professionally...

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brand management tips chart

Tips for effective brand management

From providing resilience during a recession to enhancing recruitment efforts, reducing price sensitivity to building brand equity, professionally managed brands deliver value far b...

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