Can the same brand take two quite different positions? Yes. And no.
Leveraging a story that everyone knows is powerful – but risky. Powerful, because it’s immediately recognisable. Risky, because unless you can provide a new spin, it’s a tale they already know. Perhaps too well.
It’s tempting when your brand is trending to believe that the hard work is done. In point of fact, it may just be beginning. And there may be a number of twists and turns that need to be managed and countered if things are to get to a good place. The story of Pokémon Go so far is a fascinating case study.
It’s not always easy to spot that your brand is falling out of favour with consumers, especially if, on the face of it, things look healthy.
Marketers talk about brands as vehicles for growth. But does that mean they should just keep growing – or is there a point when they reach critical mass?
Why do consumers keep brands in their lives? Relevance.
Marketers love patterns. But repetition is not always the most reliable metric for brand loyalty. What makes your brand attractive?
Consumers look for products and brands that are relevant to their needs. Self evident. But the ways in which they make those choices are much more complex than quality or availability because they are so much more human.
Differentiation is acknowledged by most as the goal that every marketer should be seeking. But the enthusiasm for the pursuit masks a common misunderstanding – in the context of brand strategy, different and difference are not one and the same.
It’s increasingly easy to be a brand that people talk about in glowing terms, part of a sector that appears to be booming, and yet on a downward slide financially. It’s a sign perhaps of just how much we now focus on (the wrong) numbers at the expense of understanding true value.