Brand strategy not tactics

Stop confusing tactics for brand strategy

I really don’t want to write this article, but I feel compelled to address the elephant in the room which continually seems to rear its head in the marketing industry. Through pers...

Read more
Distinctive brand assets

Brand distinctiveness before differentiation

Too many business owners and marketers are pre-occupied with finding, or fudging, points of difference for their product or service, instead of first considering how to utilise dist...

Read more
Why brands should invest in a recession

Why brands should invest during a recession

The Institute of Practitioners in Advertising recently placed an advert in the FT challenging businesses not to cut their marketing spend during the inevitable impending recession, ...

Read more
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...

Read more
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...

Read more
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...

Read more