by IanCW | May 5, 2023 | Branding, Marketing, Marketing Technology
Some marketing consultants give great advice. But then you need to go further – a lot further. The work needs to be done to put that advice into practice. Many essential projects identified in the advice just gather dust. I believe there’s a need for a different...
by IanCW | Feb 1, 2023 | Branding, Communications, Marketing
Memorability in marketing refers to the ability of a brand or advertising campaign to stick in the minds of consumers. This is important because the more memorable a brand or campaign is, the more likely it is that consumers will remember it and make a purchase. This...
by IanCW | May 24, 2022 | Branding
Why we need fuzzy goals for today’s brand strategies. One of the cornerstones of traditional, brand-strategy creation, is goal and objective setting. There has always been an issue that situations and the business environment are constantly changing. Objectives are in...
by IanCW | May 5, 2022 | Branding
Long before the concept of ‘Personal Branding’ was understood, brand practitioners often used the ‘Brand as Person’ model as an aid to help establish brand personalities. The concept was simple. If your brand was a person, what sort of...
by IanCW | Apr 13, 2022 | Branding
Brand Semiotics provide powerful tools to not only understand brand personalities, but also to identify opportunities to occupy advantageous positions in the brandscape. Brand choice is significantly influenced by emotional engagement and the intangible, perceived...
by IanCW | Apr 8, 2022 | Branding
Is potential brand damage at P&O down to bad luck, bad management, or poor communications? Whichever, there can be little argument that once again a major brand may suffer significant brand damage. It doesn’t take a specialist to spot the potential for such...
