Why is brand strategy important?

Apr 12, 2021

Brand strategy has been of great value to me – it’s been a lucrative career path for 20 years.  But - full disclosure - I suffered from 'Brand Strategy Imposter Syndrome' for a number of years.  Even when I was a senior brand strategist at one of the world's most famous branding agencies, I was always nervous I'd be 'called out' somehow.  And partly that was because I had no back-up.  Great designs and logos? My agency had these in spades.  Data, facts and research on why brand strategy was necessary for a business and how it impacted their bottom line? Tumbleweed...

So when I set up on my own I made sure I developed this back-up. Because many times on my 20 year journey I’ve had to explain why brand strategy is valuable for my clients.  Typically not to CMOs – they get how it’s critical for all branding and marketing activities (but often don’t focus on its impact beyond this). 

The challenge is...

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Looking for a brand benchmark? These are the top performers

Aug 04, 2020

3 is the magic number, or so sang De La Soul. (Anyone else remember that one??)).

Douglas Adams would have you believe it’s 42.

But my magic number is 35. 

35 is the number of brands that appear across all 3 global brand valuation studies (BRANDZ, Interbrand and Brand Finance).  I’ve been researching the brand strategies of the brands that appear in these studies since 2013. (Yes – I’m a total brand strategy geek, and proud of it).  But it’s the ones that appear across all that I do a really deep dive on every year.  And this year there are 35 of them.

Strong brands build the bottom line

Now, I hear some of you scoffing.  Because it’s easy to take pot shots at these valuation studies, as the inimitable Mark Ritson does here. The figures for the same brand are often widely different.  Take Google – who BRANDZ value at $323,601m and Brand Finance have at $159,722m.  Just a teeny $163,879m difference. A mere...

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