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Brand Strategy


Three Key Advantages of a Strong Brand Strategy

Three Key Advantages of a Strong Brand Strategy

Active Brand Management A brand strategy can take what people know and believe about your business to new levels. Active brand management takes a valuable asset that may now be largely underused and turns it into a powerful competitive weapon. Regardless of how sophisticated your current approach to branding is, your business has a “brand” today, though you may have acquired it by default. Simply by being active in the marketplace, your business will have accrued a reputation, a level of fame, and a degree of notoriety (for better or worse) with your customers, and within your industry. A...
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Why Brand Positioning is Critical to Sustained Growth

Why Brand Positioning is Critical to Sustained Growth

The Power of Brand Positioning Strong brand positioning has a great impact on the success of your business. But many high-growth companies struggle with how best to position themselves and communicate why they matter. Getting this right is hard, but critical. And if you fail at this, your customers won’t know whether to buy from you or your competitors. In short, positioning is the process of distinguishing your brand from your competitors in meaningful ways. It’s about what you offer, what value you deliver, and what place you hold in your target audience’s mind. Defining...
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B2B Brands Can Be Emotive and Should Be!

B2B Brands Can Be Emotive and Should Be!

B2B brands deserve the same level of effort as their B2C counterparts We were talking with someone the other week about emotive branding and they said, “Sounds great for consumer brands, but I can’t see it working for a B2B brand.” Well, we begged to differ! Indeed, we believe B2B brands have tremendous opportunities to differentiate and grow their businesses based on an emotive proposition. Note that we didn’t say an “emotional” proposition. Through “emotive” propositions we talk about B2B brands that reach out to people in a way that not only...
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Mission, Vision, and Values: But First, Executive Alignment

Mission, Vision, and Values: But First, Executive Alignment

Start with Executive Alignment Vision, mission, and values give a company direction. They describe what a company stands for and what it doesn’t. Solid mission, vision, and values statements give guidelines for a brand’s behavior, help distinguish a company from its peers, and serve as a foundation for the brand’s ultimate personality. Without them, a company is rudderless. So, when’s the right time to write these statements? Some companies don’t launch before they have a mission, vision, and values. Others develop them when time allows. With COVID-19 changing so many things from the way we...
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Challenger Brands: B2B Challengers

Challenger Brands: B2B Challengers

Continuing the Challenge This post is the second in our three-part series on challenger brands. You can read part one, “Challenger Brands: A Primer,” right here. Previously, we spoke about adopting a challenger mindset. It’s one defined by ambition, agility, and a willingness to take risks. Most importantly, we noted how businesses are no longer competing against each other – they are competing against the category they are in and the expectations of what a customer experience feels like. At a glance, these personality traits naturally lend themselves to the B2C world. Ask anyone to rattle...
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Challenger Brands: A Primer

Challenger Brands: A Primer

Are you up to the challenge? Starting today, we’re launching a three-part series on challenger brands — who they are, how they behave, and why your brand could benefit from adopting their disruptive mindset. As this is the first blog in the series, let’s start with the basics. The beginning, as they say, is always a good place to start. What is a challenger brand? “A challenger brand is defined, primarily, by a mindset — it has business ambitions bigger than its conventional resources, and is prepared to do something bold, usually against the existing conventions or codes of the category, to...
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The Case for Supreme Honesty as a Precursor to Killer Brand Strategy

The Case for Supreme Honesty as a Precursor to Killer Brand Strategy

Like anybody who’s worked in the industry for longer than two decades, I’ve enjoyed my share of deeply satisfying client engagements across multiple industries. There is one engagement in particular, however, that I will never forget, and not for the right reasons. It will actually go down in the books as one of my worst professional experiences. And this is why. We got fired for being dishonest. Let me explain. I was working for a large branding firm at the time. The kind of branding firm that everyone in the business knows and respects. Not one that often gets fired. We engaged with...
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Return on Meaning: Five Evaluation Criteria for Your Business

Return on Meaning: Five Evaluation Criteria for Your Business

Brands Rooted in Meaning Win Big Return on meaning for businesses and brands is a compelling notion. In today’s world, it’s important to reconsider the ways you matter to people that are authentic to your brand’s purpose in the larger world. Now is the time to return to core human needs and evaluate where your brand fits in. This is why savvy leaders are taking a different approach to brand strategy. They are embracing the ideals of purpose, empathy, and meaning. They are creating newer, deeper, and more enduring connections with the people vital to their brand’s...
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Kick the Door Down with Your Brand Manifesto

Kick the Door Down with Your Brand Manifesto

Building a successful brand can feel like building a ship in a bottle. There are so many delicate and interlocking pieces to monitor and keep safe within a defined system. It’s a process that rewards research, meticulousness, measuring twice, and cutting once. Yet in nearly every project I’ve been part of, there comes a time when the kid’s gloves come off. People get restless, get sick of being extra careful, and want to kick the door down with their idea. Maybe everything feels technically right, but nothing is resonating in an impactful way. The fact is, when it’s time to go to market,...
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Brand Strategy for Turbulent Times

Brand Strategy for Turbulent Times

Business is in Flux Brand strategy matters now more than ever. COVID-19 is a health crisis first, but also, an economic one. Many businesses that we work with are feeling uneasy about the current economic situation and the long-term effects of COVID-19 on business. Financial markets are no doubt showing extreme symptoms. There is an unignorable sense of shutdown and although the world has faced other economic crises before, this time is different. Business leaders, VC funders, investors, consumers, and employees are unsure how long this will last and to what extent they must shift...
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