Archive for 'Author Archive'

Big brand budgets, lazy brand thinking?

Big brand budgets, lazy brand thinking?

I am posing this question at a time when a brand’s communication strategy is spread over an incredibly wide spectrum of media options. The exciting new possibilities in digital marketing alone have taken brands into interaction [...]

When brand guardians neglect their privilege

When brand guardians neglect their privilege

While our lives today are impacted by brands in their teenage years, the brand landscape from cars to tomato sauce is still dominated by icons that have served billions around the world for longer than we [...]

Brands have nowhere to hide

Brands have nowhere to hide

There would have been a time not that long ago when brands achieved success, sometimes even internationally, without consumers knowing much about them beyond image or price or where to buy. The online reality has empowered [...]

Employer Brand and Consumer Brand. Why should there be a difference?

Employer Brand and Consumer Brand. Why should there be a difference?

Forgive my ignorance, but it was only until a few weeks ago that I really became interested in “Employer Branding”. In fact, my interest was sparked by a feature article in the Sydney Morning Herald on [...]

Time for a commercial break?

Time for a commercial break?

Please allow me to start with two confessions: - I am a cricket tragic and can easily watch 5 days of play without missing a single delivery. - Secondly, even at this early stage in my [...]

Are brands still judged by the company they keep?

Are brands still judged by the company they keep?

For generations brands have been judged by the company they keep and often by the environment in which a brand is offered to its target audience. This discipline has been an important success factor for luxury [...]

Brand positioning: More sameness = less potential

Brand positioning: More sameness = less potential

A recent inspiring read came from Harvard professor, Youngme Moon, in her book “Different; Escaping the Competitive Herd” blog. She concludes that corporations have become experts at replication, but aren’t that good at creating meaningful differences. [...]

Brand revitalisation requires more than a facelift

Brand revitalisation requires more than a facelift

A brand marketer’s dream has to be the successful revitalisation of a once famous brand that has lost its gloss or perhaps has become simply irrelevant. Yes, brand creators also have a strong claim for fame [...]

What happened to Challenger Brands?

What happened to Challenger Brands?

In 1999 “EATING THE BIG FISH” became a must read for the brand marketing community right around the world. The author was Adam Morgan, European Planning Director of TBWA at the time. We were all motivated [...]

What is so special about your brand?

What is so special about your brand?

In a previous post I suggested that marketers are facing the reality of declining brand loyalty. This poses the question whether “more sameness” and therefore lack of differentiation is perhaps the primary reason behind the challenge [...]