Forget worshipping at the altar of revenue. Marketers who take a leaf out of Tom Kerridge’s book and embrace pricing power will find the surest route to profitability.
When brands struggle, marketers’ first thought is a rebrand or repositioning, but by going back to its roots you can boost sales and retain brand equity cost-effectively.
Even if John Lewis cocks up in its bid to rent homes to the masses, the blowback on its department store business will be limited – even non-existent – thanks to the magic of brand extension.
Marketers should worry less about their carefully crafted brand image and take more risks because, as brands such as Porsche, Volvo and Ben & Jerry’s show, consumers don’t care about what they stand for.
Interbrand is a respected name in brand valuation, but its proposal to replace brand positioning with ‘iconic moves’ demonstrates a lack of strategic sense.
Sit back, grab the popcorn and enjoy what will surely prove to be the most competitive commercial contest in marketing history.
By unveiling that 007 will be a black woman in the next James Bond movie, the producers of the franchise have learned a lesson all brands should take heed of – brands that want to stay relevant and true to their identity must continue to evolve.
Carlsberg has turned its famous strapline on its head to admit it is ‘Probably not the best beer in the world’, a move that recalls its heritage while achieving a much needed repositioning.
Distinctiveness and differentiation are both integral to brand success so there doesn’t need to be a trade-off between the two.
Time and again companies have proved unwilling to stick to their lofty purpose statements when it costs them money. For purpose to have any meaning, corporations need to put it before profit.
There are two ways to position a brand – ‘about’ something and ‘versus’ something – and the most powerful examples of positioning do both.
Channel 4’s research claiming consumers want purpose-driven ads is the latest flimsy attempt to bolster a morally bankrupt concept that simply covers over corporate indiscretions.
Lush has only alienated consumers with its poorly judged #Spycops campaign, which has nothing to do with the brand as well as being of no benefit to society.
Pret A Manger has built a brand positioning based on serving natural food, yet the E numbers in its bread clearly undermine that, so it has to decide whether to change its processes or its advertising.
After dispensing with chief creative officer Christopher Bailey, new Burberry CEO Marco Gobbetti wants to take the brand upscale, but it goes against its history and traditions.