Brand Focus: Getting to the point

The third in a three-part series on best practices to focus your brand's offer and communication.

Five filters to sharpen your communication's focus.

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Brand Focus: The fear factor

The second in a three-part series on best practices to focus your brand's offer and communication.

One of the primary tasks of strategic marketing is helping brands focus both their message and their target audience.

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Brand Focus: It's just good customer service

The first in a three-part series on best practices to focus your brand's offer and communication.

One day I decided I needed a bluetooth headset. So I popped into my local phone shop to pick one up. I was confronted with a wall of over 30 identical-looking, PVC blister-packed, bluetooth headsets. "Which is best for me?" I wondered.

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Nine ways to adjust your brand strategy to work online

How to bridge your brand strategy into a digital strategy that will drive content marketing and social engagement

A premium fashion brand is unsure if it should follow back on Twitter or remain aloof like its competitors do. An industrial door brand...

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Time for marketers to stop talking about branding

Many business people are openly dismissive of “branding” as meaningless fluff. I agree. Twenty-odd years of brand consulting has convinced me that they're right. The word "branding" itself has no more substance than a dust bunny and about as much impact on the bottom line. That’s why if brand management means anything to your company, take this advice: Ditch the word “branding.”

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The DOs and DON'Ts of strong brand positioning

Few things will help your brand build an engaging online audience faster than a strong position. Your brand’s position is an early gatekeeper in the prospect’s journey to purchase and onto brand advocacy.

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The real reason your content is not engaging online

Are your social media or content marketing efforts under performing? Before you spend any more time tweaking your content strategy and online tactics, ask yourself honestly: How engaging is my brand? Content doesn't engage an audience, brand identity does. And that is the first place you should look if you're not getting traction online. 

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David Brier's lay man's guide to brand fail

David included this venn diagram in his recent Fast Company article "What Every CEO Can Learn From Best Buy’s (Continued) Branding Mistakes". The article presents a great real-world brand case. Worth a read

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How to spot the warning signs of brand dementia

Confusion, loss of vision, incessant babbling. They used to call it old age or senility. Now we recognize these as the symptoms of brand dementia.

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