Oscars, PWC and reputational damage

We have seen a number of brands suffering reputational damage over recent years - BP, VW, Sports Direct, BHS - to name just four that spring readily to mind. By comparison, the glitch at the Oscars is just an amusing sideshow. However, it brings into sharp focus the importance of attention to detail in everything... Continue Reading →

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How to manage the brand perception-gap.

Brands are about perceptions rather than reality, because they are primarily concerned with emotion more than logic. Perceptions and attributions may be constructed from early experiences of a brand or by received information. Often, that information is also emotionally constructed. It may have been channelled through peer groups, respected friends or colleagues, or sympathetic media. Large... Continue Reading →

Volkswagen and brand contagion

A brand is a social construct and as such it does not exist in a vacuum.  It is socially and historically contextual. A brand narrative draws upon these contexts and informs our understanding and our emotional relationships that they engender. The recent issues facing Volkswagen bring these connections into sharp focus. When we consider the... Continue Reading →

Three great brand tools come together.

Important disciplines combine in a powerful branding approach.  Sometimes it's just a matter of timing that familiar techniques and technologies can be sparked by a catalyst arriving at the right moment. Not only does the time have to be technically right, but the intellectual and cultural environment needs to be open to the opportunities. The... Continue Reading →

Tesco and five kinds of brand damage.

Financial, sales-revenue and profit reversals usually correlate with brand damage, though not necessarily to a serious extent. The public is often sympathetic to market conditions and we have seen many retailers struggling through, without permanent brand damage. However some forms of damage can be more serious and enduring, and recently we have seen poor Tesco... Continue Reading →

Why colour is so important for brand and corporate identities.

Of all the elements of an identity, logo, symbols, typography, colour etc., it is colour which has perhaps the most fundamental impact. One of the principle functions of an identity is to unite people of a common purpose. It creates a coherent banner for people within an organisation to gather. It identifies the entity to... Continue Reading →

Do I know you? How brands use your expectations to open you up.

Whenever you encounter a familiar brand your expectations are triggered, based upon your past experience. Your subsequent encounter is not fresh and objective but is directed by your previous understanding. Two levels of processing are involved here - 'bottom up' processing, the product of this individual episode and the information the brand is communicating, and... Continue Reading →

Will the co-op’s problems lead to long term brand damage?

Sadly, we have seen it all before, commercial blunders and personal... well, shall we say, misjudgments. Usually brands are stronger than people imagine and can come out of such mire with little more than a few bruises to the ego and a little embarrassment. The public understand that the brand is not embodied in an... Continue Reading →

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