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Strategy
Three reasons not to cut investment in brand during a recession
Wednesday, 6th February 2008. Posted by phil in Basics, Brand, Brand strategy, Planning, Strategy | No Comments »
Research conducted by MORI, amongst 187 senior board directors of the UK's leading companies, concluded that "94% agree that the asset which offers the greatest protection during an economic downturn is a strong brand".There are three reasons for this: Confidence - Loya ... Read more
Culture: You can plan all you like ...
Wednesday, 18th July 2007. Posted by phil in Brand, Culture, Planning, Strategy, Values, Vision | No Comments »
It's often said that Values and Vision are the most important elements of a business. Knowing what makes you who you are as a company and having a clear view of where the company is going are indeed vital elements of the mix.But ... here's the rub. You can spend hours or days br ... Read more
Brand in a nutshell
Friday, 7th September 2007. Posted by phil in Basics, Brand, Brand experience, Brand strategy, Planning, Service, Strategy, Vision | No Comments »
Several times over the last few months of networking I have been handed a business card and asked, "Well, what do you think of my brand?" My answer is always the same: " ... Read more
Branding - too expensive?
Tuesday, 12th February 2008. Posted by phil in Brand, Brand strategy, Culture, Planning, Strategy, Values, Vision | No Comments »
Branding is often thought of as an expensive exercise, but it doesn't have to be! True, creating a new corporate identity and all the printed material changes that accompany such an exercise probably will be expensive. But brand is not just about the visual elements. Creating ... Read more
Where does your brand live?
Wednesday, 6th February 2008. Posted by phil in Brand, Brand strategy, Culture, Planning, Strategy, Values, Vision | No Comments »
The traditional view that brand is a graphical representation of a product or company just won’t do any more. Research shows that as little as 15% of any brand is 'visual'. Indeed to take a purely visual approach to branding in the B2B sector would, we suggest, be an expensive ... Read more