Just want to pick up some excellent points raised by Carol Phillips in her post The Hostile Brand Strategy here on Branding Strategy Insider. I’ve said for some time that the middle market is the muddle market – and that a more polemic approach by brands is, in my view, inevitable.
Everybody wants their brand to be talked about – and most of us have used social media to spread the word. But what would happen if you reversed the process?
For emerging next generation brands, there’s never been more opportunity to leverage the power of their brand story – if only they knew how.
Brand managers are expected to build an advantage for their brand. To be on the path to achieving this each must ask:
It’s no news that the relationships between brands and their customers are changing. But the rise of a new intermediary is something we should all ponder. Once we relied on frontline staff, advisors and others to help us glean the best choices. Increasingly, as the popularity of review sites like TripAdvisor can attest, buyers are getting the lowdown on what’s good and what’s not from people just like them – customers.
