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...
by IanCW | Mar 17, 2022 | Branding, Communications
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...
by IanCW | Feb 9, 2022 | 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...
