Posts tagged with Brand Strategy

Four key traits of ‘human’ brands

As the year draws to a close, talk naturally turns to what the biggest trends of 2018 will be. Will AI dominate? Is personalisation yet again going to take centre stage?

Interestingly, it seems the one thing consumers will look for in the year ahead is a brand that sounds exactly like they do. In other words, emotional intelligence – i.e. the ability to empathise and engage like a human – will become the biggest consumer expectation of all.

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Four reasons you may need to rebrand your business

Whether it’s due to a bad reputation or increasing competition in the market, rebranding is often a good option for companies looking to turn around waning fortunes.

It’s not always easy, of course. What if a rebrand alienates an existing customer-base, or backfires as a result of inconsistent or flimsy strategy? These are big questions to consider. 

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Lessons in brand building from Deliciously Ella

There aren’t many people that have created an entire business on the back of a blog, but Ella Mills (aka Deliciously Ella) has done just that.

With four books, three London-based delis, and a range of food products – Deliciously Ella is now a fully-fledged brand in its own right.

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How brands are using empathy to enhance marketing

What makes customers buy into a brand? 

In the past, we might have said heritage or prestige, and perhaps more recently, instant gratification or entertainment. Now, ‘empathy’ seems to be the buzzword of the moment, with many brands aiming to create meaningful content that truly resonates with consumers. 

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bain capital

A day in the life of... a brand naming consultant

Sasha Stack is a partner at Lippincott, a creative consultancy that specialises in brand, innovation and culture.

Sasha works in the brand strategy group and leads the naming team. Let's find out what she does with her day...

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Three reasons fast food brands use secret menus

What’s pink and blue and comes with a casual 56 grams of sugar? That'll be the Unicorn Frappucino, which is sadly not a joke, but a legitimate limited edition drink recently created by Starbucks.

It’s also just one example of a brand using hidden menu items as part of a marketing strategy.

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Can digital help Campbell's sell more soup?

Digital marketing has been used effectively by many brands, but can it help sell more soup?

Campbell Soup Company, which sells more than $7 billion of soup and related food products each year, is going to find out.

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Are your social media staff too young?

Many companies have staffed their social media teams with Millennials, believing that members of younger generations who have grown up with social media platforms are in many cases better qualified to manage its use.

But is this a bad idea?

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Social media beyond the buzz

I was asked the other day what I thought about Skittles' social media experiment and whether it would have lasting effects.

My response: I wasn't sure. The buzz seems to have died down. Certainly it's nowhere near the pitch that it was when we all first learned that Skittles.com had been turned into Twitter.

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