All posts tagged: branding

Changing brand economics

Changing brand economics

Consciously or not, many brands are now running a freemium model. They are giving away a lot more than they used to, particularly across social media, just to keep up with the changing competitive landscape. And they are hoping to recoup on that significant content investment when consumers do buy. So has any of this changed the fundamentals of brand economics, or has it merely altered the manner in which brands achieve visibility?

Building compassionate brands

Building compassionate brands

In a recent address at Cannes, Monica Lewinsky made a plea for brands to play a more direct role in building a compassionate society: one where the power of social media to generate shame and humiliation (and gain money by doing so) was eschewed in favour of an environment that collectively supported and inspired individuals and their actions.

Time to share

Time to share

Maybe you have a brand issue you’re grappling with, or there’s an idea around brands/branding that you’d like a viewpoint on. If so, please email me at mark [at] markdisomma.com. I’ll pick my favourites and respond right here so we can all share. Let me know …

Refreshing your brand promise

Updated post: Refreshing your brand promise

Updated (alright,completely rewrote) one of my older posts today about the need for brand managers to think about at least refreshing their brand promise if they haven’t got sign off to do a complete repositioning. It seems a practical solution to me in the light of the pressure so many face to keep their brands current. Think about how much you could change if you were able to redefine what customers expected. The next era of evolution?

Keeping your brand successful

Well, the IPO for Fitbit got off to a flying start, but will it last? Can the company continue to grow at anything like the rate it has? Here’s the good news. This certainly looks like a market on the march. According to the Guardian, 16 million fitness trackers were sold globally last year, with just under 34 million expected to ship this year and 56 million in 2018. So, on the face of it, plenty of organic growth.

Brand resurrection

Brand resurrection. Reviving a dying brand

I admit it – I called them for dead. I thought Blackberry were gone. I think a lot of us did. But if this article in AdAge is more than just hype on the part of the company and its ad agency, perhaps that call was premature. I am still cautious about whether Blackberry are growing or simply not fading, but the great news for brands that seem to be in a death spiral is that you can pull out, or at least halt the decline, if you’re prepared to make the changes needed. So what are Blackberry doing that others could learn from?