Some searching questions, by way of a guide, for the leaders of companies expecting to build lucrative brands in the years ahead.
Is there ever a right time to get on the front foot and call out your competitors by name? Motorola seems to think so.
Can the same brand take two quite different positions? Yes. And no.
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.
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?
Why do consumers keep brands in their lives? Relevance.
Consumers look for products and brands that are relevant to their needs. Self evident. But the ways in which they make those choices are much more complex than quality or availability because they are so much more human.
Differentiation is acknowledged by most as the goal that every marketer should be seeking. But the enthusiasm for the pursuit masks a common misunderstanding – in the context of brand strategy, different and difference are not one and the same.
It’s increasingly easy to be a brand that people talk about in glowing terms, part of a sector that appears to be booming, and yet on a downward slide financially.