The missing step in marketing plans: brand diagnosis
Marketers who respect brand DNA gain an edge the rest of the market can’t replicate. ...
Jaguar has rebranded when it needed to revitalise
Jaguar’s bizarre new campaign marks a complete overhaul of its positioning, when instead ...
Want a brand fit for the future? Understand its past
Understanding your brand’s history and heritage is essential to successful brand ...
Brand diagnosis is the brand manager’s first job, so prioritise it
Marketers have lost sight of proper research into what drives brand successes and ...
Tiffany’s brand needs an update – in fashion, that means alienating loyal customers
The new ‘Not your mother’s Tiffany’ campaign has angered the brand’s older customers, but ...
Three axioms and three questions that summarise all of brand strategy
Brand strategy is not complicated, it’s just the systematic application of the basics all ...
Ignore all the waffle and set time aside for strategic thinking
Instead of reading articles about the latest technological trends, marketers should spend ...
Burberry’s luxury repositioning won’t work, it’s not in the brand DNA
After dispensing with chief creative officer Christopher Bailey, new Burberry CEO Marco ...
