7 Key Considerations For Brand Expansion
November 24, 20146 min
As marketing teams finalize plans for the year ahead, the logistics of making growth happen should be strongly influencing the targets you set.
NEW THINKING
Home2014
November 2014 - Branding Strategy Insider
Brand Example: A Higher Brand Purpose
November 14, 20142 min
Brand purpose is the foundation for brand story. Consider this most brilliantly executed example of how higher brand purpose begets flawless story staging and storytelling, illustrating the more elaborate a scene is — props, staging, ambiance — the easier it is for customers to imagine themselves in it.
Changing The Brand Culture – To What Purpose?
November 12, 20145 min
Organizations tend to speak about purpose and change as if they are separate subjects. Increasingly, we’ve been asking whether the two could and should be much more closely linked, prompting a shift in question from “Change – to what end?” to “Change – to what purpose?”
Brand Success: Ideas Or Access?
November 10, 20143 min
As scale focused brands continue to push their footprints further afield in the search for growth, big distributors, both online and off, offer strong and proven channels through which to reach consumers.
Focus Your Brand On Cause Not Effect
November 7, 20142 min
Communication is just one tool to convey brand message. Marketers and brand strategists are not employed by companies to create communications – they are employed to create change in consumer behavior. Instead of deluging customers with messages about the point a brand is trying to make, imagine how a brand might let customers experience the point it’s trying to make.