The great thing about brand management is that there are always going to be new ways to make it better. The scary thing about brand management is that there are always going to be new ways to make it better AND it can be overwhelming, or even impossible, to figure them out. As great…
There’s a lot to be gained from going global. Broader consumer reach and the ability to employ the best regardless of location are just two prime benefits that make this worthwhile. Unfortunately, with just 40% of companies turning in more than 3% profits after ten years of going international, even taking your trade to…
No matter how skilled and experienced in branding you may be, you’d be forgiven for occasionally mixing up brand management with marketing and vice versa. After all, both inform one another and one can’t be expected to function at its best if the other isn’t as well. With that said, brand management and marketing…
If you’re a brand manager (and a bit arguable), you may have just read the title and thought, “Aren’t ALL elements of brand management critical?” Well, yes and no. While every factor of brand management definitely has its need and purpose, there are a few key ones that deserve to be highlighted because they…
What makes popular corporations such as Amazon, Netflix, and Nike stand out from the rest of the competition? The answer is simple – they have invested plenty of time and resources into their brand perception to ensure a consumer base that is both strong and long-lasting. Branding itself is a set of experiences, memories,…
Your brand is everything. That said, there are so many ways for your brand to fail and so little room for error. Maybe your brand management process is too convoluted, ambiguous, or just plain inconsistent. We like to call these brand management challenges — and unfortunately, there only seems to be more popping up all…
In a market filled with more noise than ever, having cohesive, consistent branding that shouts your message loud and clear is a no-brainer. You know that, heck, even Brenda in Accounts knows it! The question is, how do you get there? While you might be more used to seeing it applied on the football field,…
You know marketing compliance is important, but it’s not easy. It requires a process for ensuring your organisation’s marketing content follows external or governmental regulations. Super sexy, right? Well no, but it is EXTREMELY important. Compliant marketing protects customers and ensures they are not misled or deceived — which, of course, protects your business…
Brand consistency is the glue that holds your entire brand and marketing strategy together. Without it, you’d just be blasting out an incoherent mess of messaging held together by little more than your brand name… and some brands can’t even get that right consistently.1 Therefore, it should be little surprise that presenting your brand consistently…
Your brand is the face of your business. You’re trying to reinvent yourself, all while retaining the same recognition, trust and nostalgia that your old brand possessed. In fact, before even starting down this road, you should evaluate the reasons for a rebrand or refresh and ensure that they are genuine and necessary, Although a…
