by Dr Carla Enslin. The transformations identified here present fundamental outcomes and key performance variables towards the useful development of a customised brand-business metric.
Tag archives: brand building
Brands & Branding: Brand-building — key lessons & insights from Nashua
by Dr Doug Mattheus. Building a company starts by offering a solution to the needs of others. Building a brand is more complex, with many different approaches to success.
Back2Basics: Your B2B brand — distinctive or different?
by Mark Eardley. I’ve been reading a lot in the B2B marketing media about “distinctiveness”. It’s all proclaiming the higher branding power of being distinctive, rather than merely different.
Clicks ’n Tricks: Performance doesn’t pay off for Adidas
by Charlie Stewart. Simon Peel, Adidas global media director, made a startling but refreshing confession during a talk at the EffWeek conference mid-October 2019.
Fair Exchange: Tough times for brands — stop the panic
by Erna George. You’ve just lost market leadership, your volume is down 10% and your competitor’s just launched a winning range at a discount… Panic, persevere or prevail?
Adnalysis: Brand strategists, don’t blink
by Bogosi Motshegwa. Things and ways of doing things keep changing all the time, and there’s always a better way. This is true for brand marketing, too.
Brands & Branding: The infinite loop of purposeful & agile brand-building
by Dr Carla Enslin. Consider the infinity loop, in all its seductive and sinuous elegance. But it can also be quite useful as a physical demonstration and metaphor when applied to strategic brand-building.
Adnalysis: How to build or kill a brand quickly — the formula
by Bogosi Motshegwa. Building a brand takes more than poetic words and pretty pictures.
Adnalysis: Running a business is a marathon — so, too, is brand-building
by Bogosi Motshegwa. Working within organisations that are trying to run their business and build their brands has given me insight into the parallels between this and marathon-running.
Adnalysis: “What”, “how” as important as “why” for brands
by Bogosi Motshegwa. It’s a cliché but, to be a leader in your category, you need to do things differently. Literally.