Brand Strategy Work Is No Job For Ad Agencies
September 23, 20133 min
The world of marketing has evolved, and today the companies that supply marketing communications and brand strategy are very different.
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September 2013 - Page 2 of 5 - Branding Strategy Insider
Has Your Brand Fallen Into A Meaning Trap?
September 22, 20132 min
I recently came across this McKinsey Quarterly paper by Harvard Business School professor, Teresa Amabile, and co-author, Steven Kramer. The paper proposes four traps by which senior management can accidentally undermine the motivation of their staff. And it makes me wonder if those same traps can undermine a consumer’s allegiance to a brand.
Customer Behavior, Big Data And Little Insights
September 19, 20135 min
Every time I step out of New Zealand and into a big economic region, the two things I notice are the crowds and the scale. Looking out over row after row of A380s parked on tarmacs, wrestling for room on a crowded street in a busy Asian city or seeing the world go about its business in a towering CBD, the immensity of humanity and the pace at which life operates is immediately apparent.
Triggering Brand Impressions And The Mind
September 18, 20133 min
For some time now I have been exploring the role of meaning in marketing. I think being perceived as meaningfully different is the origin of a brand being able to command a price premium.
