How your brand should act with certainty today
In uneasy times, the most powerful thing a brand can do is to define its place, value and opinions in the world. That way, everyone knows where they stand.
All posts tagged: market signals
How to protect your brand’s views (and stop others stealing them)
It’s happened to Doc Martins, Burberry and others over the years: groups turned their brand into a symbol of something the brand itself did not believe or endorse.
Why brands contradict themselves (& when that’s OK)
Can the same brand take two quite different positions? Yes. And no.
Reading the brand codes
How do we recognise a brand? What do consumers see, and how different is that from the ways brands are structured?