All posts tagged: brand story

Planning to expand your brand - 7 things to consider

Planning to expand your brand? 7 things to consider

As marketing teams finalise plans for the year ahead, the logistics of making growth happen should be strongly influencing the targets you set. Most of us would agree there are four ways to strategise for growth: increase the share you hold in the markets you are strong in; develop new products for those markets; extend your reach by finding new markets for your current brands; and develop new products that cater to new markets.

Unlock a competitive brand story

Everyone has a story now. Or at least most brands claim to have one. But having a story in many ways is like having a product. Really it means nothing if it is not competitive as a narrative and personally relevant to each recipient. So your story must be distinctive from the other stories that are in play in a market and it must continue to be so. That’s challenging in fast moving sectors where there is always something new to look at, another brand tale to try.

Brands and the power of secrets

Brands and the power of secrets

Ten years ago, Don Tapscott and David Ticoll’s book “The Naked Corporation” foresaw a time of transparency in which businesses would find themselves more visible and subject to greater scrutiny. They were on the money. But in an age where everyone is more inclined to talk a lot louder and a lot more frequently, have brands reached a point of “too much information”? Do brands risk being so familiar that people feel they know them too well? Will over-familiarisation work against the marques of tomorrow?

Telling all your brand's stories

Tell all your brand’s stories

Marketers often talk about story as if it is one thing. But brands with multiple stakeholders need to cater for different responses and priorities by streaming a range of stories to a range of audiences at different times. The reason is simple. The things that make a brand attractive in one context are different from what they might be in another context. Inclination changes, sometimes markedly, depending upon what people value.

Who’s your brand story working for

Who’s your brand story working for?

Some marketers like to work forwards. Advertisers for example often tell a story and then wait to gauge the reaction they get. Direct marketers on the other hand start by quantifying a reaction (in the form of a return) and then craft a story to generate that response. What I’ve been discussing recently is whether some of the stories brands tell are too focused on what brands want to project about themselves and their world, and not focused enough on first identifying the specific reactions they need to be eliciting from their audience. Working back in other words. Wrapping a story around a response.