Do all the frameworks and processes that strategists use really add value for brands or is it all just ****? In the spirit of strategy itself, let’s test a number of positions.
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.
Some searching questions, by way of a guide, for the leaders of companies expecting to build lucrative brands in the years ahead.
Some events, like the Olympics, Formula One and the FIFA World Cup, attract huge audiences. If you’re a smaller brand looking to change how you are perceived, is it a responsible action to bet everything you have on being seen there?
Brands come alive for people when they encapsulate ideas that consumers want to have in their lives. That’s partly what makes brands distinctive and desirable. So what do you do when your core idea is no longer as attractive as it used to be?
As we start another year with all the usual wishes to do better, it’s sobering to review how your intentions from this time last year panned out. What didn’t happen, and what do those disappointments tell you about your brand and the state of your brand heading into 2016?
So, last day of the year here in New Zealand. Summer’s arrived (something we always welcome in Wellington) and I’ve had a few days to put things in order and get ready for the year ahead.
Distance is an interesting concept in brand positioning terms. How closely you look to cluster with others and how determined you are to remain some way away depends on your strategy and what you stand to gain from getting up-close.