All posts filed under: Brand marketing

The role of brand in assessing business health

The role of brand in assessing business health

Brand will tell you a lot if you let it. How you brand, what you brand, where you’re found, who buys you and how often … these and many more questions are all things that competitive businesses ask themselves on a regular basis. I see brand as a highly effective lens for assessing the relevance and competitiveness of a company. Here are 10 ways that you can use “brand” to reveal what your business may need to change or capitalise on:

Brand strategy - not just brand paperwork

Brand strategy – not brand paperwork

Both Jeff Swystun and Mark Ritson have taken aim at the brand industry with characteristic frankness. Whilst applauding the advances in turning brand into a recognised commercial activity, Swystun believes that an industry developed to fight commoditisation has itself succumbed to that market pressure. It has, he says, become “… highly stylized, shiny, and cool but largely standardized, prescribed and frequently devoid of substantiated benefit.” Everyone is being different in exactly the same way. Brand is today’s shiny metal object.

Brands are not as easy as they look

Brands are not as easy as they look

A lot of people talk a lot about brands as impressions: brands are how you are talked about when you are not in the room; your brand is the sum of the prompted and unprompted associations that people have of you; your brand is expressed in the ways that you are remembered. All of these definitions accurately describe the associative advantages of a powerful brand. But the critical aspect for me is that a brand today must not only look the part, it must also function as an asset – by definition that means it must be “Something valuable that an entity owns, benefits from, or has use of, in generating income.”

6 ways to find your brand's next strength

6 ways to find your brand’s next strengths

How do brands keep improving? If you’re already a market leader, where should you expend your energies to future-proof your business? A lot of the advice we read in the business press focuses on weaknesses and vulnerabilities and what needs to be fixed and updated. But if highlighting what isn’t working doesn’t work for your brand culture, maybe take your cues from the strengths movement and focus on further improving where you already shine.

Connecting brand and price

Connecting brand and price

As technology and globalised business models continue to deliver efficiencies and new opportunities, every sector will face disruptive pricing that in effect re-costs what the market would otherwise pay. Many of those movements will naturally be downward; others will lift the entry point. Amazon has effectively reframed the cost of books; Samsung and others are resetting the cost of owning a tablet; Tesla has redefined what an electric car is and also the cost of owning one.