There are many elements that make up a brand. But at the core of it all, there is one thing that truly defines your brand. Your values. The things that you stand behind no matter what.
MARKETING CONCEPT: Bayesian Thinking
MARKETING EXERCISE: Obstacle Course
EXERCISE: Living your brand values
The difficult truth about branding
The death of competitive advantage
We can scour the web for countless reviews, product details, FAQs on performance. The “long tail” ensures that there are products for a near infinite variety for any given type of product or service. Finding our absolute ideal offering for us is now an impossibly daunting task.
TECHNIQUE: Brand Audit Survey - Employees
CONCEPT: Brand Accounts
TECHNIQUE: SWOT Analysis revisited
Most people in business are familiar with a SWOT Analysis. You list the internal Strengths and Weaknesses of your company, as well as the external Opportunities and Threats. It’s a useful tool in planning. However, it’s sometimes used in place of planning. Try this modified version to develop a more actionable plan
MODEL: Brand Model Canvas
What is the promise of your brand?
A brand is a point of view
In the 60 Minute Brand Strategist, Idris Mootee posits that one way to describe a brand is that it is a “point of view.”