All posts filed under: Brand marketing

Are corporate brands dead

Are corporate brands dead?

Recently Jan Rijkenberg raised some interesting points in an article (thanks Jeremy) in which he questioned the importance, indeed the relevance, of underpinning individual brands with the identities of their corporate owners. It does brands no favours, he suggests, to collectivise them as part of the bigger entity. In so doing, he maintains, they lose their individuality and therefore their specific appeal.

Brand experiences as coincidences

Brand experiences as coincidences

Marketers can be surprisingly heavy-handed. The temptation, especially with big brands, is to thunder out answers that let customers know, in unequivocal terms, that they have been recognised. Think about the almost coarse way in which airlines greet their frequent fliers – with a bunch of features dressed up as privileges and a tiered recognition system that allocates them a colour.

How should your brand support your sales team

How should your brand support your sales team?

While there has been plenty of discussion around how marketing and sales teams should play well together, the onus on brand owners to proactively support people in the field seems to have attracted less attention. Customers, of course, make no distinctions between which parts of the organisation they are dealing with at any one time. In that sense, brand is sales: a brand is only as good as its ability to attract, convert and retain fickle buyers.

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.