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Brands can be memorable or frictionless, but not both
For the past couple of months, I have been obsessing over a recent research piece published in the Harvard Business Review. Titled “What customer...
‘Playing with provenance’: Anholt’s approach to nation branding
“In today’s global village, where geography counts for so little, countries become like factories, competing for the same broad group of consumers. Naturally, each...
Is your customer experience aligned with your brand promise?
Imagine for a moment you are shopping on Fifth Avenue in New York. (Let’s also imagine you are very wealthy.) There is a Louis...
Write an ‘SMP’ (Single Minded Proposition) to supercharge your creative
Creative ads are effective ads. Say it with me: creative ads are effective ads!
Perceptions of creativity in advertising, also described as “divergence”, increase memorability....
Aaker’s Brand Vision Model
When David Aaker developed the Brand Vision Model in 1996 (originally called the Brand Identity Model), it was partially an act of rebellion.
In a...
Kapferer’s Brand Prism
“Strong brands are capable of weaving all aspects into an effective whole in order to create a concise, clear and appealing brand identity.” -...
Our brand is the only … that does …
How can a brand clarify its role, strengthen relationships with its audience and support the realisation of an organisational mission and vision? A good...
Does increased choice grow or kill local economies?
Consumers are spoilt for choice. More alternatives allows consumers to explore, experiment and try something new. It may often be more so chaos and...
