Marketers talk a lot about brands growing and expanding, but when should a brand pull back? Here are five common brand mistakes and the best things to do if you want to recover.
There’s an interesting polarisation going on right now in terms of brand size. Companies that have expanded are now consolidating their brand models in the hope of getting closer to consumers and achieving greater brand growth.
Keep Calm and Carry On is a cultural marque in its own right, but in these turbulent times, it’s still good advice for those charged with looking to build brands.
You’ve worked hard to build your competitive positioning. Here’s what you should do in response to an aggressive competitor – and why.
The temptation for most businesses and indeed most brand managers is to look for growth right across their brand portfolio. Their strategy is developed on that basis. But that’s far harder and far less effective than it sounds.
Brands drive attention and income off awareness, but they derive their real value from their ability to shift and sustain longer term sentiment.
Every brand decision is a negotiation between what has worked to date and what is required to succeed going forward.
There are certainly good times to consider diversifying your brand, but equally there are times when such a strategy should be avoided. Here are three situations when your brand shouldn’t go there.
Some searching questions, by way of a guide, for the leaders of companies expecting to build lucrative brands in the years ahead.
Is there ever a right time to get on the front foot and call out your competitors by name? Motorola seems to think so.