Brand strategy. Is it art, science or crap?
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.
All posts filed under: Brand strategy
Four things you should do if your brand comes against attack
You’ve worked hard to build your competitive positioning. Here’s what you should do in response to an aggressive competitor – and why.
Smart ways to win as a small brand
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 should always have a two speed strategy
Brands drive attention and income off awareness, but they derive their real value from their ability to shift and sustain longer term sentiment.
25 questions every start-up brand should answer
Some searching questions, by way of a guide, for the leaders of companies expecting to build lucrative brands in the years ahead.
When should brands choose to challenge?
Is there ever a right time to get on the front foot and challenge your competitors by name?
The harsh realities of distinctualising your brand
Our gut instinct as marketers is to go with what is working, because everything in the corporate rewards system is geared towards that: lack of risk appetite; the quest for short term results; even performance incentives. The irony for brands of course is that the more you go with what works for others, the less likely those ideas are to work for you.
How to build a quiet brand in a world of noise
Everywhere you look today it seems, there are people and brands only too keen to spell out exactly what they think and what they want you to know, in the loudest terms possible. As the volume continues to climb, can you even be a quiet brand today?
Should your brand sponsor a big event?
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 a brand sponsor?
Brand strategy vs creative strategy
Often, when people in agencies talk about brand strategy, what they are meaning is the thinking that has led to the work they have been doing on the brand. That’s not brand strategy, it’s creative strategy. Both are important – but they are not the same.