Brands
What does your brand need more of?

What does your brand need more of?

I’m going to stick my neck out and suggest that I reckon that there are four key characteristics of successful brands. I have no scientific basis for this conclusion or for the four critical ingredients that I have alighted upon. They have simply worked for me (with some alterations) over the past few years and...
What's your problem?

What’s your problem?

All great marketing solutions start with a well and accurately defined problem and a correct diagnosis of the course of action that needs to be followed. So I thought I’d talk a little about this to kick the new year off in a back to basics style. There is a very basic diagnostic tool I...
When brand stretch goes wrong - what Boots and the AA have in common

When brand stretch goes wrong – what Boots and the AA have in common

Nice emergency service, shame about the brand extrension. Image courtesy of Ruth Flickr. The Peter Principle maintains that “in a hierarchy every employee tends to rise to his level of incompetence” in other words as long as people remain competent they continue to be promoted until they reach a level of incompetence where they stay....
A question of trust

A question of trust

Douglas Holt has come to save us all...again

Douglas Holt has come to save us all…again

Bureaucracy by Dan_DC. A few years ago I wrote a post about Douglas Holt and his then new book ‘how brands become icons’. The post was called ‘Douglas Holt has come to save us all’ and he may well have pulled this off a second time with his latest book ‘Cultural strategy’.
Nostalgia brands - what to do if you spot one

Nostalgia brands – what to do if you spot one

Image courtesy of NuriaGuttierrez. There are a group of brands that face a specific set of issues and that require specific actions to help them. All too often however, they are misdiagnosed and the wrong solutions are taken to market, solutions that at best do little more than simply waste budget and at worst contribute...
Dynamic micro brands - Toms

Dynamic micro brands – Toms

Image courtesy of StephanieNguyen I’m a bit of a latecomer to the Toms party but then I’m not an environmental activist and I don’t live on the West coast. So I had to wait until the TED Global goodie bag to come across this brand of ethically driven footwear and mighty fine they are too....
The summer of the comeback

The summer of the comeback

Image courtesy of Dave van Hulsteyn This is the summer of the comeback. Blur are back, Oasis are back, Abba have been approached to take part in a tribute to Wako Jacko and Glastonbury almost saw Crosby, Stills, Nash and Young harmonise with each other once more. And just six months after Woolworths finally threw...

What’s in a name?

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It is not clear why, of all the things that might concern a business as we enter a year of economic and consumer uncertainty, changing your brand name would be number one on the list of priorities.

Now that’s what I call loyalty beyond reason

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Ferret racing in the rain at this year's Innocent Village Fete in London. Image courtesy of fimb

How many companies can get thousands and thousands of people to pay £7.50 to immerse themselves in the brand's experience for a day even when it pours with rain. This brand goes...

As I please – Time to change tack on tobacco

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The definition of irony. A British Red Cross ambulance paid for by the workers of the Bristol cigarette manufacturers WD & HO Wills 1914-18. Image courtesy of brizzle born and bred.

As a life long non-smoker and rabid anti-smoker, no one has appreciated and enjoyed the progressive decline in smokers’...

Ecosystems update

wind turbine Hans van Reenen.jpg Image courtesy of Hans van Reenen

A while ago I introduced the idea of brand ecosystems. These are a group of mutually reinforcing brands, usually from different sectors that co-exist and often co-operate with a high likelihood that a customer of...

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