Thoughts & Notions

Archive for the ‘Brand Strategy’ Category

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Heritage is Subjective

Monday, August 2nd, 2010

Past-future-truths-beliefs

As consumers, we are passionate about the brands we choose because those brands help us to define ourselves, to make a statement without having to speak. The brands themselves tell a story of our values and often allow us to convey things that are often better left unsaid. Many of these brands rely on authenticity to lend legitimacy to their experience. This story of heritage and origin becomes a key component of brand value as the brand matures and evolves.

However, the actions brands take today influence our perception of the past and manage future expectations. What you do today affects how people perceive what you did yesterday.

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Posted in Brand Expression, Brand Identity, Brand Management, Brand Signals, Brand Strategy | 10 Comments »

Brand Values

Monday, May 17th, 2010

brand-vaules

The days of advertising-led brands are dead. A shift from monologue to dialogue has occurred. No longer can a company say one thing and do another. People want brands they can trust. Violate that trust and they won’t just flee, they’ll rebel.

People’s buying decisions are largely driven by brands which embody values that reflect their own. In other words, consumers aren’t buying the products that they like. They’re seeking out the brands that are like them. They’re choosing brands whose meaning reflects their own sense of identity, making a statement about who they are, and what they stand for. By choosing one brand over another, consumers are creating their own personal narrative, “This is who I am.” It is, in essence, a shared reality between company and consumer.

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Posted in Brand Expression, Brand Management, Brand Strategy | 13 Comments »

Problem Shaping

Monday, April 5th, 2010

problem-solving

How you define a problem is perhaps the most important step in finding a solution. After all, every subsequent act is based on how the problem is shaped. Problem solving begins with problem shaping, and that’s where most people go wrong. They immediately define the problem within their own skill set.

Let’s take a common problem often found on standardized tests. This focuses on a predetermined solution. However, there is more than one way to solve the problem. (more…)

Posted in Brand Management, Brand Strategy | 6 Comments »

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