Why we need Fuzzy Goals

Why we need Fuzzy Goals

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...
Personal branding and the brand as person model

Personal branding and the brand as person model

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...
Brand semiotics and brand equity

Brand semiotics and brand equity

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...
Brand damage and P&O

Brand damage and P&O

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...
4 really good reasons for a brand refresh

4 really good reasons for a brand refresh

4 really good reasons for a brand refresh A brand refresh can be a powerful tool – so long as it’s for the right reason. But let’s start with a really bad reason. And this is all-too-common – the owner, or CEO wants a change. They’re fed up or bored...
7 Deadly Sins of Branding

7 Deadly Sins of Branding

Branding should be based upon common sense, but sadly, we see so many pitfalls awaiting the unwary – or the un-prepared. Pitfalls that are easily avoided, and brands and brand identities that can deliver great rewards for their businesses. So, we’ve...