The concept of failing fast is one we associate readily with start-ups. But if successful brands need to constantly evolve to stay successful, and presumably not every evolutionary move will be a success, how should top companies plan for when things don’t go to plan?
Marketers are under huge pressure to succeed. But how should we judge a successful brand? And what should brands do to stay successful?
You’ve worked hard to build your competitive positioning. Here’s what you should do in response to an aggressive competitor – and why.
The temptation for most businesses and indeed most brand managers is to look for growth right across their brand portfolio. Their strategy is developed on that basis. But that’s far harder and far less effective than it sounds.
There are certainly good times to consider diversifying your brand, but equally there are times when such a strategy should be avoided. Here are three situations when your brand shouldn’t go there.
As some of you know, I’m working with Pete Canalichio on a new book about how brands can rethink their growth strategies. Together we’ve been studying how and where many of the world’s most successful brands partner up to reach consumers, how they grow engagement with their brands by expanding their market sector reach, and what that means for business models. On Thursday evening, I’ll be sharing my thoughts on how the strategies of global brands can be applied to businesses of all sizes looking for growth and profitability in today’s super-competitive environments. Building Brands in the Connective Economy Level 2, 318 Lambton Quay, Wellington Thursday 13 October 5:00-7:00pm Admission is free, but please register at Future of Business. Hope to see you there.
Is there ever a right time to get on the front foot and call out your competitors by name? Motorola seems to think so.
Leveraging a story that everyone knows is powerful – but risky. Powerful, because it’s immediately recognisable. Risky, because unless you can provide a new spin, it’s a tale they already know. Perhaps too well.
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.
It’s not always easy to spot that your brand is falling out of favour with consumers, especially if, on the face of it, things look healthy.