Why Has Luxury Got It Right?
Not all industries are equal. Or as in the words of François-Henri Pinault, CEO of Kering, “In luxury, the rules are very different to any other industry”. Signs indicate that all other industries have more to learn from the luxury industry than the other way around. Luxury brands are accepted as the epitome of branding. …
The Importance Of A Brand’s Voice: Metaphorically And Physically
Every business needs to have a strong brand voice from the outset. It helps to form a concrete vision moving forwards, and keeps all marketing communications – both internally and externally – as consistent as possible. But when we think about the concept of a brand voice, it is typically in a metaphorical, content marketing …
Branding For Scale: Future-Proofing Your Brand Growth
Launching a new brand; rebranding to turn around a failing one; consolidating for a concerted market push; merging multiple entities together. What do these all have in common? Their end goals are all about success and growth. With this in mind, it should be obvious you need to focus on more than just building (or …
How To Develop A Consistent Brand Voice
Consistency is key to every successful marketing strategy. Branding is based on developing a specific voice for a company’s external communications, and that voice needs to be consistent across all the marketing channels. Before buying your product, customers will want to understand your company and see what kind of value you provide. If you keep …
The 6 States Of Rebranding For Non-Profits
Most sectors these days are in a continual state of flux as they seek to reinvent and reposition themselves to become more relevant. There is one sector, in particular, that is frequently seen adjusting its position and rebranding in a bid to reach beyond its conventional boundaries. This is the third sector, which often makes …
The Importance Of Consistency Within Omnichannel Marketing
Imagine that you’ve just opened a regular newsletter from one of your favourite brands, and the first thing you see is a large banner with the company’s logo front and centre. Having read the email and scrolled to the bottom, you click through to that brand’s Twitter account only to notice that the avatar features …
3 Ways To Drive Cultural Change For Always-On B2B Influencer Marketing
Technology marketing used to be so easy. But there have been seismic shifts in the B2B marketing landscape, causing turmoil in our go-to channels. One bright spot; however, has been the emergence of influencer marketing. Influencers have undoubtedly become a mainstream channel for consumer-facing brands, but how does it impact those of us in B2B …
Blending Recruitment With Brand Strategy
Often, when we think of brand strategy, we think of our customers in terms of how they perceive us as a company, product, or service. And when it comes to communicating and interacting with customers, there’s always a brand strategy guideline that guides organizations through every step of the way. However, as times have changed, …
Walking The Brand Protection Tightrope
Developing a brand identity is a key priority for most businesses. A distinct, recognisable brand is vital for grabbing people’s attention and attracting consumers and clients, and the integrity of a brand needs to be protected from third parties using or exploiting it without permission, which could dilute or damage the brand by association. However, …
Wherever, Whenever: Developing A 360° Brand Identity
As a new dad, I’ve learned very quickly that any sense of control you have is most likely an illusion. You may plan, organise and prep well, but then – life happens. The same is true when you’re maintaining a brand identity – employees happen; customers happen; distribution channels happen; superfans happen; life just happens. …