Brand management is a term often bandied around in advertising circles along with brand equity, brand engagement and brand leverage. For brand management professionals, the big question is: how do we make these abstract terms relevant to organisations and markets that traditionally measure performance via financial systems that simply don’t account for the brand? Many [...]
Would you build a house without a plan?
Imagine asking a builder to build you a new house without knowing exactly what you want and without architect’s drawings or building plans. Perhaps you would tell him: “I want it to look really cool, modern and a bit like the one next door but not like the one across the road.” You want doors [...]
Putting strategy first in brand-building
Your brand is one of your enterprise’s most valuable assets. It has the potential to build equity and to influence every facet of your business from sales, to internal culture to reputation. So why would you risk developing or updating your brand without a clear plan? “Brands are complex beasts,” says Jonathan Roberts, DDG’s Managing [...]
Branding Strategy
Do your brand communications really mean business? If you’re not reaping significant dollar benefits from your visual communications then they’re simply not working hard enough for you. No matter how good they look. Our Strategy Report explains how you can re-design your print and online communications to optimise their performance, build your brand and return value [...]
The language of alignment
Say what you mean, and mean what you say. It’s a simple maxim. Yet many organisations fail to achieve brand potential by failing to align the language which articulates their internal and external communications. There is no doubt that strong, corporate brands generate superior performance and endurance. Those that “live and breathe” the brand from [...]
This article is brought to you by the letter “f” …
… “f” for font, that is. How important is your choice of font? How do professional designers get it right and how can you do it better? Choosing a font can be bewildering. The digital revolution has delivered to our desktops more fonts than most of us know what to do with. Sure … you [...]
The Brick Wall Strategy – building on the potential of your existing customers
There is an old marketing chestnut about it being easier (and cheaper) to keep an existing customer than attract a new one. The contemporary interpretation is that brand loyalty is king. It follows that a marketing strategy that effectively leverages loyalty to maximise revenue from existing customer relationships is worthy of consideration. You might think [...]
Top 10 trade mark mistakes – and how to avoid them
Building a valuable brand isn’t easy, but it is all too easy to jeopardise or destroy the value of a brand by making mistakes in trade mark selection and registration and failing to properly protect trade mark rights. Here are 10 trade mark mistakes that businesses commonly make. 1. Choosing non-distinctive brands In devising new [...]
Position, position, position – is your business making a strong statement?
Tagline, catch phrase, slogan, qualifier – whatever you chose to call it, a strong positioning statement is a vital part of your marketing arsenal. A brand is much more than just your logo or your name. Your brand is a dynamic and complex set of elements which, if well-managed, can generate considerable customer loyalty. An [...]
The Branding Audit – Can You Afford Not To Do It?
Why would your organisation invest in conducting a branding audit? Because in today’s marketplace, you probably can’t afford not to. Find out how a communications audit can return surprisingly positive bottom-line benefits to your business. The branding audit – can you afford not to do it? It is commonplace for organisations to conduct audits. These [...]