Thursday
Jun192014
Brand Focus: Getting to the point
Jun 19, 2014 ;)
The third in a three-part series on best practices to focus your brand's offer and communication.
Five filters to sharpen your communication's focus.
Entries in Brand strategy (5)
Jun 19, 2014 Tuesday
May272014
Brand Focus: The fear factor
May 27, 2014 
The second in a three-part series on best practices to focus your brand's offer and communication.
One of the primary tasks of strategic marketing is helping brands focus both their message and their target audience.
Thursday
May222014
Brand Focus: It's just good customer service
May 22, 2014 
The first in a three-part series on best practices to focus your brand's offer and communication.
One day I decided I needed a bluetooth headset. So I popped into my local phone shop to pick one up. I was confronted with a wall of over 30 identical-looking, PVC blister-packed, bluetooth headsets. "Which is best for me?" I wondered.
Wednesday
Apr162014
Time for marketers to stop talking about branding
Apr 16, 2014 
Many business people are openly dismissive of “branding” as meaningless fluff. I agree. Twenty-odd years of brand consulting has convinced me that they're right. The word "branding" itself has no more substance than a dust bunny and about as much impact on the bottom line. That’s why if brand management means anything to your company, take this advice: Ditch the word “branding.”
1 Comment | tagged brand derivatives, brand management, brand strategy, branding | in Brand strategy Tuesday
Apr082014
5 Tips for taking your brand abroad
Apr 8, 2014 
