Small brands are edgy, attuned and preferred. That seems to be a common sentiment right now. But there is nothing to suggest that any of this makes it easy to win as a small brand today.
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.
It’s happened to Doc Martins, Burberry and others over the years: groups turned their brand into a symbol of something the brand itself did not believe or endorse.
Some time back, I looked at what it took to get a brand promise right. In this post, I want to examine the converse: when (consumers feel that) brands have not lived up to what they said they would deliver. What happens to generate customer disappointment?
I met Mark Hunter on my very first trip to the United States. I was speaking at the National Speakers Association University on how to build a personal brand. Our conversations between sessions over several days would influence how I thought about sales and the business of keynote speaking.
Can the same brand take two quite different positions? Yes. And no.
It’s tempting when your brand is trending to believe that the hard work is done. In point of fact, it may just be beginning.
Marketers talk about brands as vehicles for growth. But does that mean they should just keep growing – or is there a point when they reach critical mass?
Why do consumers keep brands in their lives? Relevance.