Brand values: business boosters or bullshit?

Does your organization also have those lovely sounding – but massively ignored brand values? Don’t worry your not alone: the world is infested with utterly useless ‘brand values’. The good news: if defined well, brand values can be a great tool to keep your organization focused, your customers happy and your business booming. But words alone are not enough – especially if you’re a service brand. Making your values work needs smart thinking and…perpetual action!

Who needs a brand in the PRECISION targeting era?

Digital sharp targeting is great news. Some marketeers get so excited about it’s possibilities that they believe it has not only made old-school mass targeted brand campaigns, but also brand thinking in general redundant. Which equals to saying “Consumers don’t care if we are unknown and unremarkable, they’ll will pay attention and prefer us over…

Why CONSISTENCY is key for any brand

Brands deliver customers. Being on-brand keeps them coming back. Brands reduce uncertainty by promising as well as delivering a consistent, predictable experience. From the combination of messages and experiences we get from a brand, we believe that we will receive a certain, distinctive experience from it. It’s this belief that inspires trial and loyalty. People…

How far can you STRETCH your brand?

Once your brand has built a great reputation, it might seem attractive to use it use it to enter a whole new product category. Taking consumers with you into unknown territories can be quite hard however. Frankly, would you buy Maggi milk? Heineken wine? A brand is like a paper clip … if you overstretch…