Strategic Brand Consultancy
My nine-year-old son was struggling with a math concept about triangles and required some assistance. We sat down together, and as I refreshed my Euclidean geometry knowledge to help him, I was reminded of a graphic I often use to illustrate brand strategy to my clients: a triangle that represents your brand, your customers, and …
Explore the intricate relationship between differentiation and distinctiveness in branding. Navigate the delicate balance between creating an instant, eye-catching brand identity (distinctiveness) and delivering meaningful uniqueness (differentiation). Successful branding harnesses the synergy of both within the unique competitive landscape. Break away from 'either-or' scenarios and shape your brand to be remembered, analyzed, and understood.
Did you know that 31% of Americans don't believe that global warming is happening -no matter how much scientific proof you present? Click here to discover why.
The world is facing a significant threat. In times like this, managing the crisis is not enough; one must also properly communicate the crisis. That said, communication tactics that work in regular times do not work when there is a crisis. If you want to communicate effectively in times like this, then read the below …
Continue reading "Crisis Communication Tactics during Covid-19"
Back then, I was collaborating with a renowned agency on a re-branding project. Upon completing nationwide research, we started working on brand personality, one of the building blocks of brand strategy. At that point, the agency's creative director adamantly insisted that the brand should opt for a humorous tone of voice—an idea that did not …
In today's world, your brand's greatest competitor is customer indifference. Our attention is a scarce resource, for which all marketers are fighting. That's why launching a brand identity is an indispensable marketing opportunity. Smart communicators know how to launch a brand identity and use that chance to tell the story of their brand. Unfortunately, that …
You’ve probably heard the famous proverb: in this world, nothing is certain but death and taxes. As correct as that fatalistic and sardonic saying is, in this day and age- it is also incomplete: During the tax filing season, one must add tax preparation ads to the list of inevitable. They are omnipresent. And, sadly, …
Continue reading "Lack of deep insights lead to poor advertising"
Top trends reports that predict what will happen in 2018
4,627. Four thousand six hundred twenty-seven! That’s the number of degree-granting colleges and universities in the US. To get a better idea of the American higher-education market, you should also factor in 3,000 4-year institutions. While you are at it, go ahead and add more than 1,500 2-year institutions like “junior or community" colleges. We …
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 five blogs, I offer different methods to discovering and leveraging the duality embedded inside your brand. By tapping into these insights, …