In our latest article for Entrepreneur, Pete Canalichio and I explore the different demands of scaling your business vs growing your business. Each approach has its strengths and weaknesses. Each works better in some sectors than others. Each has its own dynamics and makes its own demands. The full article is available here. Hope you enjoy it. Feedback welcome. Other articles I’ve written/co-written for Entrepreneur: An Entrepreneur’s Guide to Disruption Don’t Brand for Now, Brand for “Then” Why Branding Experts Need to Step Out of Their Silos
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.
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?
As marketers we come close to taking brands for granted. But while many would say they now get the theory, the practice of brand-building is not as simple as they might like to believe.
If your brand is taken over by another company or your company takes over other brands, either as a stand-alone buy or as part of a broader merger and acquisition, what aspects of your current brand should stay as they are and what might you look to change?
One of the hardest judgment calls for brand managers is relevance. Brands must change to stay consistent yet they must also remain recognisable in order to preserve brand equity. So what should you change, and when?
Smart brand managers actively manage their brand portfolios for maximum collective and individual brand return. If you’ve recently re-assessed your brand portfolio and identified what appear to be one or a number of under-performers, there are a range of options you can pursue to fix that situation.
There’s a lot of things that brands keep doing that can turn their value south. By way of a checklist, these are the things I see happening far too often.
The rules for developing and managing brands are laid out in a range of principles and frameworks developed by extraordinary marketing minds. Time and time again, we’re told brands follow these rules to achieve success. But every so often, you encounter a highly successful brand that seems to defy the theory. And there are lessons for all of us in that success as well.