Reading Time: 4 minutes The sharing economy is substantial. Uber’s valuation just hit $50 billion. Airbnb is valued at around $20 billion. And Entrepreneur believes the sharing economy’s size in five key sectors will reach 335 billion by 2025. As this article explains, “The catalyst behind the sharing phenomenon are technology platforms—big data and mobile—allowing consumers to share anything, […]
Tag: Brand models
Brands, commodities and branded commodities
Reading Time: 3 minutes If you’re a marketer, commodity status is a bad thing for your brands. It indicates that your product or service is undifferentiated, that it rises and falls with the market and that it carries no inherent value beyond that. That’s fine when things are going well, and supply cannot keep pace with demand – it’s […]
The brands that break the rules – and succeed
Reading Time: 3 minutes The rules for developing and managing brands are laid out in a range of principles and frameworks developed by extraordinary marketing minds. Time and time again, we’re told brands follow these rules to achieve success. But every so often, you encounter a highly successful brand that seems to defy the theory. And there are lessons […]
Podcast w/ Nick Westergaard at Brand Driven Digital
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Presentation: Go big, go small or go home
Reading Time: 2 minutes As the middle market takes a battering in many sectors, size matters more than ever. It matters up and it matters down – because the positioning options themselves are becoming more extreme. You either expand to compete regionally or globally or you go the other way entirely and focus on specific opportunities.
4 ways to successfully franchise your brand
Reading Time: 5 minutes Franchising can be a very powerful way to grow your brand, but it is a way of branding a business that has very specific characteristics and challenges.
Do consumers love your brand or value it?
Reading Time: 5 minutes 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. It’s a sign perhaps of just how much we now focus on (the wrong) numbers at the expense of understanding true value.
Do brands have a finite size?
Reading Time: 4 minutes 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?
Speaking in Wellington this week
Reading Time: < 1 minute 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 […]
Three good reasons not to diversify your brand
Reading Time: 2 minutes 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.
Great brand portfolio strategy is a meritocracy
Reading Time: 3 minutes 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.
Brand growth: finding the perfectly sized brand
Reading Time: 4 minutes There’s an interesting polarisation going on right now in terms of brand size. Companies that have expanded are now consolidating their brand models in the hope of getting closer to consumers and achieving greater brand growth.