There are whispers in the wind that the next recession is on the way. Recessions usually require brand planners to learn on the fly to keep their value proposition alive. All the assumptions of business as usual need reassessing.
Why do some marketers fail to get the marketing budgets they need? There are at least twelve reasons. Are any standing in your way?
In a world where popularity is the ‘it’ metric for so many marketers, have you really thought through how your brand would cope if all your wishes came true? If your brand strategy is based on building your popularity, here’s some things you might like to consider as you rush to be noticed.
The job of a brand architect can be compared to the job of a closet organizer, and by that, I don’t mean someone who organizes in secret, I mean an organizer of closets. Both jobs bring order to chaos, throwing out anything that’s no longer useful and developing a system for keeping things in check and off the floor. Let’s explore this analogy. What guidance does it gives us about when you should be assessing...
Some experts will tell you that a brand should present a consistent identity and should not change, at the risk of losing its loyal franchise. The risk, however, is that after a period of minor incremental changes the brand will become increasingly irrelevant, and this kind of a static approach ends in the need to radically reposition the brand to catch up with a fast moving, dynamic and competitive marketplace.
