Spontaneity is exciting, but when it comes to building relationships, it’s consistency that counts. And no more so than with brands. Maintaining consistency without sacrificing excitment is one of the toughest challenges for brand owners. And it’s where many brands falter.
Evolve or die. It’s a truism. But it has never been more true than right now. The world is changing faster than ever, and as the world changes the people in it change. And when people change, what they want from the things they buy changes too. For a brand this boils down to the fact that today standing still is as good as going backwards.
Why is it that even some of the best brand strategies don’t make it off the page?
All too often, we hear from clients that the execution of their positioning bears very little resemblance to the carefully crafted version in the positioning model.
Having invested precious time and dollars in developing a strategy that’s spot-on for the brand, the most frustrating outcome is when the positioning is brought to life in a way that seems to emphasize a completely different facet of the brand. Read more…
On the 26th of November 2010, our colleagues at Icon Added Value held the 18th annual Congress in Nuremburg, Germany. The topics covered at this year’s event provided inspiration for attendees on many of the key areas of strategic brand management and development.
The Swiss Energy Market will likely be opened up to small business and private customers by 2014. A big challenge for Axpo, a government energy provider. Axpo was established 10 years ago and mainly used as a holding company in German-speaking Switzerland. However, recognising the need to adapt to the changing landscape, Axpo embarked on a strategic corporate rebranding process in 2008, with one key focus: to be ready for the changes facing their market.
Does your brand have character? What does it mean to have a brand of authentic character? And why does it matter? We’re excited to be able to answer these questions and more on March 22nd and 23rd at the ARF Annual Conference, Re:think 2010 in New York City.
Most men drink beer to become Italian. Irresistibly cool. Handsome. Charming. So why not drink a beer that actually is Italian?
In the personal watercraft race, Yamaha was stuck in second place. Their boats were innovative, but not making waves. Year after year, it was the same. A solid second place with a steady 32% share. The question was how to gain share and increase boat sales.
We challenge and inspire clients to define the source of their brand’s competitive advantage.
An interactive quantitative test of brand character that makes character development simple, intuitive and compelling.
