Will Brexit damage ‘Brand Britain’ or British brands?

Fortnum & Mason boss, Ewan Venters, claimed “brand Britain has been firmly damaged” by Brexit and the uncertainty it has brought. It's evident that the political and economic picture painted during the aftermath of the referendum is not an edifying one. However, it may not be accurate to tie 'Brand Britain' too closely to British brands. Brand... Continue Reading →

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Do your customers really understand you?

We all believe we know what we do and what benefits we offer potential clients. We put a lot of effort into our brand proposition and 'elevator pitch.' But it can be easy to be too close to our business and miss the very fundamentals that we take for granted. I often lecture at universities... Continue Reading →

The problem with brand plans

Brand planning is vital - but brand plans are usually obsolete almost immediately. The world and market places are constantly subject to change. Classic brand planning lies in researching and amassing data about the market environments, your products and services, your competitors' activities and much more. By analysing this data you can arrive at a... 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 →

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 →

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