6 Signs Your Brand Is In A Complacency Loop
March 17, 20153 min
Every business has loops. Some are driven by fear, some by tradition, some by distraction, some by lack of awareness or industry convention.
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March 2015 - Page 3 of 5 - Branding Strategy Insider
Brand Strategy And The Future Of You
March 16, 20153 min
Transformation isn’t about plotting a meeting point for your brand with the predicted future. It’s not about getting to where the puck will be, to paraphrase Wayne Gretzky. Because depending on the arrival of the next big thing or that breaking wave, that hot new trend, the long-awaited demographic or anything else for that matter is conjecture.
The Rise Of The One Brand Strategy
March 13, 20153 min
The single most important piece of brand theory of the past quarter century was published in the California Management Review in 2000.
10 Ways Brand Reveals Business Health
March 12, 20155 min
Brand will tell you a lot if you let it. How you brand, what you brand, where you’re found, who buys you and how often…these and many more questions are all things that competitive businesses ask themselves on a regular basis. I see brand as a highly effective lens for assessing the relevance and competitiveness of a company.
Brands And The Ability To Devastatingly Disrupt
March 11, 20152 min
Last year on Branding Strategy Insider, Thomson Dawson wrote a provocative and challenging article about “devastating innovation”. Brands that weren’t prepared to innovate far beyond their comfort zone, he suggested, would be devastated in the blink of an eye. What’s more, the fallout from such innovation would reach far beyond immediate competitors to wither those who never would have imagined they were at risk.