Brand Extension Strategy ; How to Extend More Successfully?
There is no single approach to brand extension, but what are the factors that drive success? Let's start with some examples.
Continue ReadingBrand Storytelling ; Turn Frogs to Princes and Live Happily Ever After
Storytelling predates writing; the earliest forms were spoken, combined with gestures and expressions. They also include fairy tales, myths, legends and many of religious origin. There is much to learn from stories. Thus with brand storytelling it is possible to transform a brand from
Continue ReadingBrand Positioning; Transform Your Brand into a Super Brand by Adding Brand Personality
Standing out from the crowd is tough! It is therefore common to find products, services and brands making the same claims. In other words, occupying the same brand positioning spaces. For example, almost every business service claims to improve business efficiency. Further, in consume
Continue ReadingBusiness Strategy; How to Plan for, and Manage in the Fast-moving Digital World
Digitalisation and 24/7 global connectivity increases customer power and supply-side reach. Search and algorithms also reduce brands to keywords. As a result, markets become increasingly competitive over time and not less. These therefore create pressure for change. And dealing with c
Continue ReadingPolitical Branding ; Scottish Independence vs. Better Together
Battle of the nation brands The Scottish electorate voted on the question ‘Should Scotland be an independent country?’ on Thursday 18th September 2015. The UK Government stated that if a simple majority of the votes cast were in favour of independence, then “Scotland would becom
Continue ReadingBrand Personality; How Kulula Stands-Out in South African Skies
Investing brand personality is an under-estimated way to set brands apart and engage customers. Kulula.com is an airline that doesn’t take itself too seriously. Its humorous brand personality is clear through all aspects of the brand experience. So how did this all begin? And also wha
Continue ReadingMarketing Christmas with Music
SFX: Christmas Bells Ring, ring. Ring, ring! Music has long been associated with Christmas, and Christmas with music. The first specifically Christmas hymns (carols) for Christians appeared in the fourth century. Music is also a terrific gift; the size of the market increases in the r
Continue ReadingNation Branding ; From Cows to Countries and Beyond
Branding started with cattle and has evolved to embrace products, services, personalities and now countries. What's the next challenge - Planet Earth?
Continue ReadingBrand Development ; The Fishy Idea that Turned into a Brand – Bubba Gump
September 07, 2010
This fishy idea is growing into an international brand though the power of story telling. The Bubba Gump Shrimp Company is inspiration for marketers everywhere.
Continue ReadingContent Marketing ; Why Every Brand should think like a Media Brand
With around 80% of UK homes (Nielsen: June 2009) now connected to the Internet, surfing the Internet has become an every-day activity for the vast majority. After search engines and social media sites, media brands are amongst the most visited sites on the web. Globally the BBC, IMDB
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New Volume 2 – Managing Digital Marketing
The Marketing Director's Handbook Volume 2 - Managing Digital Marketing
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