Almost every day I read an article about a ‘rebranding’ project, only to discover it’s not a rebrand project after all, and that the driving forces identified, needed a different brand management tool to fix the problem.
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...
To manage your brand properly, you must allocate a chunk of time ahead of each financial year to conduct a good brand diagnosis, the process for mapping the battlefield.
Your diagn...
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...
From providing resilience during a recession to enhancing recruitment efforts, reducing price sensitivity to building brand equity, professionally managed brands deliver value far b...