Good to know, Market Research, Trends & Innovation
Why the status quo is the real competition
Even if we offer customers something new, better and cheaper it’s not necessarily the case that they’ll jump at it straight off the bat. There’s a difference between the theory and the practice and I always find it refreshing to have my lazy brand assumpt
Good to know, Website Management
Tips for a good brand homepage
One thing we’re always telling clients is that the clarity and coherence of their organisation needs to come through in the first contact with the brand. Often, this first contact comes via a company’s website.
Good to know
Tips on how to run a brand workshop
I had an experience recently that forced me to boil down the essence of a brand workshop to its constituent parts, so that we could be through it in an hour. This wasn’t particularly easy, given that we usually run these sessions over a half day period.
Better Branding During a Recession
As I sit here in October 2022, it looks like we're heading into a recession.
Setting out your Brand Mission
We've been going through our brand definition process, going into some detail with vision and values. Now we're getting into the meat of that brand sandwich, your brand's mission.
Why Brands Need a Serious Brand Strategy
When businesses decide on a growth strategy, there are several options open to them. Growth through acquisition is a commonly chosen path. Shopping lists are written and deals are done, often in quick succession – a demonstrable commitment to growth.
Trends & Innovation, Brand Guardianship
How brands can make their ESG meaningful
ESG is making a bigger impact on brands than ever before. But the challenge is that many of them just can’t leverage their ESG credentials in a credible way. I wanted to take a look at why and what can be done about it.
Brand Insight, Brand Definition
Creating the vision for your brand.
Creating a vision for your brand seems straightforward when looking at other companies. They seem so self-evident, so obvious.
The Purpose of Personas
At some point in a brand project, we’re faced with a persona. These can have many names, marketing/buyer/user persona, but they are usually a one slide archetype that represents an idealised customer.
Good to know
Perfect Your Product Positioning
Once upon a time when it came to product marketing, it was about going beyond the features. Features meant nothing. NOTHING! It had to be all about the benefits, I'd yell. Give me the benefits, and let me create magic for you.
Create Your Brand Vision
We've gone into detail about how our brand deﬁnition process works, deﬁning your mission and values.
Good to know, Brand Insight
What is Brand?
We've done many, many articles in this journal on how we see brand working in your business. From how it manifests itself in content to the need for strong brand architecture, we've covered many bases.
Market Research, Brand Definition
The Value of Brand Values.
I’ve recently been doing some B2B research, I looked at 34 large corporate entities. They were all a certain size, with average revenues in the $3bn mark, a global footprint and more than 1,000 employees. So, they’re not mom and pop shops.