Is there ever a right time to get on the front foot and call out your competitors by name? Motorola seems to think so.
Can the same brand take two quite different positions? Yes. And no.
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.
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.
The hardest thing you can do as a brand owner I believe is to insist on building a powerfully simple brand. It’s hard because single-mindedness is difficult in a world where the consideration set is huge and where others will quickly seek to engage you in a relentlessly upgraded features war.
In my latest article for Entrepreneur, I challenge entrepreneurs to articulate what they intend to disrupt. As per the article, “if you are not entering a sector to turn it upside down, then chances are you are dooming yourself to being just another participant”. Hope you like. If you do, please share.
Everywhere you look today it seems, there are people and brands only too keen to spell out exactly what they think and what they want you to know, in the loudest terms possible. As the volume continues to climb, can you even be a quiet brand today?
In a world besotted with the new, sometimes the most powerful thing a brand can do is take people back to a time and a sentiment that feels comfortable and familiar.
The choice of values and the nature of those values comes up a lot in any team looking to change what it stands for. Sometimes it comes up overtly. More often, it comes out in a reluctance by some to ‘move on’ from what they know because they are concerned that leadership is not up to the task or they will end up compromising their professional integrity.
It seems everywhere I look in the marketing press these days, someone is advocating the need for brands to deliver experiences. But not everyone can or should deliver a formatted experience, and, equally, some brands would quickly wither if they didn’t.