It seems to be the question of the moment, in meeting after meeting: “If you were preparing a strategy for an American brand right now, what would you tell them to do?”
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Mark Di Somma, Author at Branding Strategy Insider - Page 8 of 83
The temptation for most businesses and indeed most brand managers is to look for growth right across their portfolios. But that’s far harder and far less effective than it sounds. The secret, it seems, is focus.
Small brands are edgy, attuned and preferred. That seems to be a common sentiment right now. But there is nothing to suggest that any of this makes it easy to win as a small brand today.
As brands seek to stay in touch with consumers, some are saying the future of brands depends on them looking less manufactured. That feels like an overstatement.
In uneasy times, the most powerful thing a brand can do is to define its place, value and opinions in the world. That way, everyone can be certain of where they stand.