Should your brand commit to a deliberate strategy?

Reading Time: 10 minutes A deliberate strategy is one that locks your brand into an approach for the foreseeable future based on clear data and harnessing the resources of the organisation to make that happen. It is a highly intentional strategy – motivating people to come together and work, in harmony, to accomplish defined goals. But is it the […]

Strategic goal setting, water and bicycles

Reading Time: 4 minutes Here’s a salutary little tale about strategic goal setting. It’s no news that there is a global water crisis and that large corporations, which consume 40% of all the water used in the developed world, have an important role to play in being part of the solution. Which brings us to the dichotomy. On the […]

Taking the time to build a sustainable brand

Reading Time: 10 minutes On the face of it, building a sustainable brand looks relatively straight-forward. After all many brands already claim to be doing this. That’s both good news – and misleading. Taking the time to build a sustainable brand requires patience, focus and an ability to rethink priorities. It’s inspiring to see brands addressing their environmental impact, […]

How to identify and meet unmet customer needs

Reading Time: 10 minutes Many people believe that an innovation will sell itself; that if they present a solution that is well crafted, brimming with features and solves the problem they have identified, then they will enjoy success. But catering to unmet customer needs, while potentially lucrative, is nowhere near as simple as just presenting buyers with something new. […]

Quickly make 5 major brand strategy decisions

Reading Time: 6 minutes Five major brand strategy decisions can help marketers and business owners quickly define the key connective elements of their wider brand definition. These crucial decisions provide a secure framework for then fully strategising successful brands. The major brand strategy decisions you should focus on first The nature of the customer need you are looking to […]

Introducing the Brand Definition Funnel

Reading Time: 11 minutes We’re all aware of the consumer decision journey that describes how buyers come to decisions. But if you’re a marketer building a brand from scratch, or you are charged with reviewing what a current brand’s future looks like, how do you review all the options you need to consider in order to make critical decisions […]