Strategic Brand Consulting
(From Lippincott) Long-term plan for the brand including a determination of key audiences and an understanding of what those audiences need to know about the brand and experience.
Brands are becoming less and less distinct, and there is reliable data that supports this trend. Interestingly however, the ones that break away from their categories have something common: They integrate two seemingly opposing personality traits. This hypothesis is called Brand Tensity, and we have already discussed half a dozen way of finding yours. Based [...]
How to differentiate your brand? Part 6Over the last two decades, brands have become 200% less distinct from one another. The ones that stand out, however, have something in common: They integrate two seemingly opposing personality traits. In this series of five blogs, I offer different methods to discovering and leveraging the duality embedded inside your [...]
Over the last two decades, brands have become 200% less distinct from one another. The ones that stand out, however, have something in common: They integrate two seemingly opposing personality traits. In this series of six blogs, I offer different methods to discovering and leveraging the duality embedded inside your brand. By tapping into these insights, [...]
Over the last two decades, brands have become 200% less distinct from one another. The ones that stand out, however, have something in common: They integrate two seemingly opposing personality traits. In this series of six blogs, I offer different methods to discovering and leveraging the duality embedded inside your brand. By tapping into these insights, [...]
Over the last two decades, brands have become 200% less distinct from one another. The ones that stand out, however, have something in common: They integrate two seemingly opposing personality traits. In this series of six blogs, I offer different methods to discovering and leveraging the duality embedded inside your brand. By tapping into these [...]
Here is the news flash: Over the last two decades, brands have become 200% less distinct from one another. The ones that stand out, however, have something in common: They integrate two seemingly opposing personality traits. For instance, think about Harley Davidson (rebellious yet social.) Or Target (affordable yet chic.) Or Tesla (environmentally conscious yet [...]
Our annual trend report collection is out! If 2016 was any indication, 2017 is going to be a challenging year. What has been trending this year? Which movements will emerge next year? We compiled twelve great trend reports so that you can smoothly navigate the stormy waters in the upcoming 365 days, 5 hours, 48 minutes, [...]
On our last essay, we analyzed the three youthful archetypal meanings of ice cream, which were the Inner Child, the Companion, and the Jester. Let’s pick up from where we left off and interpret three more mature archetypal meanings of ice cream. The Seductress Etymologically speaking, seduction means “to lead away, lead astray” in Latin. Back [...]
Have you ever heard of the term “benefit laddering?” It is a traditional technique used by most marketers and researchers. Simply put, you start by listing the key attributes of a product. Then you progress to the product benefits. Next, the direct consumer benefits, and finally the key emotional benefits. Based on Maslow’s Hierarchy of [...]
This is the fourth instalment of a series of “systematic problems of placebranding projects” illustrating the roadblock faced by the brand Guadalajara. These essays are intended to help practitioners -both city officials and consultants- to launch more successful and resistant brands. (Read the earlier instalments here and here, and here.) Problem #6: Overlooking the change management side of the [...]