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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Brand diagnosis for brand strategy

Brand diagnosis is critical for brand strategy

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...

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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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