With technologies advancing at such rapid rates and attention spans getting shorter by the day, the average length of a brand’s lifecycle has been heavily reduced.  We’ve all had that horrible thought before:  Is our brand out of date?  Are people talking behind our backs?  Or worse – are people not talking about us at …

Gone are the days where unsuspecting consumers are easily influenced by overwhelming volumes of advertising and mass-marketing. As we try to discover the longitude and latitude of brands in today’s market, we need to look at them as actual civic communities – little villages – where people gather around the products and services they have affinities with.

Brands aren’t just all pretty pictures, catchy lines and generating ease of recognition. Successful companies create and nurture their brands as a way to influence the behavior of their customers. It doesn’t really matter how much people know about your brand if you can’t get them to buy it.

Destiny is a dramatic word – but the first step in starting a successful venture is identifying your commercial destiny, determining what specific business you – and only you – were born to create. The best idea for you will involve the perfect convergence of your skills, talents, and passions with the needs in the …

Vincent van Gogh needed an incentive. He wanted Paul Gauguin to join him in Arles and together begin a movement there that would galvanise the European art scene. Gauguin, tempted, but undecided was older than van Gogh, more worldly, more recognised in the circles van Gogh wished to move. He was studious and carefully contemplated …

Why have many luxury brands disappeared, while others have maintained or increased in status? What do luxury brands need to do to stay at the top, and get back there if they’ve dropped off?

Brand Quarterly talks with Amanda Clay-Jones, who leads on all things brand for O2 and Telefónica across Europe.  An expert on external and internal rebrand and cultural change projects, she recently led a 30,000 employee project that won four prestigious awards last year including; ‘The Best Change Communication Campaign’ at the European Excellence Awards.  Before …

Customer Loyalty – Create It, Nurture It. There is the argument that almost all forms of loyalty programmes are really only good for generating synthetic type loyalty. While there is some truth in that, I believe the key rests in how you use each tool, rather than what the tool is designed for. So in …

When we engage in discussions or group meetings, there usually are several people who like to observe and listen.  Pushing their seat back, as to take in the full view from afar.  Becoming a spectator as opposed to a participant.  In the end, leaving the participants to wonder and guess at what spectators of a …

Customer Service Interlinks with Brand Power; Brand Power Interlinks with Customer Service Two of the key drivers to building brand strength are creating a distinct brand identity and developing a unique brand personality. Unfortunately, semantics often gets in the way of understanding how these two factors can influence brand power. Brand identity, for example, is …