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…

How to become (social) TALK of the town?

The most memorable and successful ‘social’ campaigns are seldom random ‘one-day-flies’, born out of a briefing like “Please create awesome content for channel X that will get us lots of traction, likes and shares and make our brand look cool”. A successful content strategy is built around moments where consumers seek information or inspiration. Instead…

How to create an ACTIONABLE brand document?

A well defined and documented brand identity is a great tool to bring focus to your business activities. It’s organizing principle that defines what products you make, what features you highlight, what people you engage with, what you communicate and how. A well defines brand document brings clarity about the desired customers experience of the…

Does your slogan MEANINGFULLY set you apart?

An effective slogan or tagline helps to express the difference your brand makes over to competitors in a concise and easily memorable way. It’s not just a matter of a ‘nice catchy’ phrase. The best slogans set you apart from competitors and create an expectation about what (functional, emotional, social) experience a brand will give…

How to make your brands WORDS work?

What you say is as important as how you say it. Your choice of words and sentences has a huge impact on how you make your customers or users feel and on how much they like (and prefer!) your brand. Language works in every touchpoint, from your advertising to your invoices! View this two company profiles….

How to inspire your STAFF to act in line with your brand promise?

If you want your staff to act in line with your brands promise, you’ll need to invest in them. They will only act along the lines of your brand if they are understanding why it’s important and if they feel empowered and motivated to do so. STAFF UNDERSTANDS WHY & HOW This means every single…

How do you KEEP your brand strong?

Memories fade away if you don’t refresh them regularly. The same applies to brands. A popular brand doesn’t stay top of mind automatically. Before you know it, out of sight becomes out of mind and out of consideration. Brands are like muscles: if you train them they’ll get stronger. If you neglect them their power…

Why a ‘good’ isn’t a COMPETITIVE brand experience.

  Brands reduce uncertainty by promising and delivering a consistent experience. That’s in the end what makes consumers come back. Once you have managed to put your brand on the radar with consumers, the moment of truth arrives. The ‘live experience’ must be consistent with the expectation that you – implicitly and explicitly – have…

How to make your brand messages STICK?

If you want customers to choose your brand over a competitor’s, you’ll have to communicate what makes you different.The complexity here is that people don’t pay attention to everything they see or hear from a brand. Let alone that it will stick to their minds. How to make your message stick?        …