âBegin with the end in mind.â Â
One of the âSeven Habits of Highly Effective Peopleâ, and common sense, you might say.Â
But very unhelpful if youâre trying to learn how to do brand strategy.
Because hereâs what happens.
When people try and learn how to do brand strategy they start by researching models and frameworks - the end deliverable for a client.
But then they get stuck.
They get stuck in the muddy world of different models, frameworks and jargon promoted by different people and agencies trying to differentiate themselves with their brand strategy deliverables. Itâs understandable, but itâs not helpful if youâre trying to learn how to do brand strategy.
(I know this, because Iâve polled the 348 people whoâve taken Brand Strategy Academy and itâs where they were stuck before they took the course).Â
The truth is - it doesnât really matter what model you use, as long as your deliverable answers the fundamental questions you need to answer in a brand strategy to help to move...
What does it take to build a successful brand?
People have been taking about this decades, but now neuroscience, marketing science and behavioural economics have added another level of understanding.
But what does it all say...simply??
I have you covered.
Read on for all the latest on how to build a strategic brand.
Written for people who are not neuroscientists.
Decades ago, Walter Landor, the founder of one of the worldâs largest and oldest brand consulting firms (where I cut my teeth on brand strategy) said:
âProducts are made in the factory, but brands are created in the mind.â
Neuroscience now proves this out: brands exist in our minds as a complex network of nodes that hold pieces of information. Â
Michael Platt at Wharton calls this the 'Brand Connectome'.
He calls it this to reflect the efforts to build the âHuman Connectomeâ - a âcomplete map of the neural connections in a brain.â
Brand connectomes are just a s...
Jargon and definitions can make marketing and branding feel impossible to learn. Â I'm on a mission to make things clearer! Â In this blog I clear up:
What is a marketing strategy?
Whatâs the difference between marketing strategy and brand strategy?
Whatâs the difference between brand strategy and business strategy?
And whatâs the answer to the ultimate question of life, the universe, and everything???  (Well, we know thatâs 42. Read on for the rest).
Business strategy identifies where an organisation wants to go.
It usually includes a hard metric vision or goal like, 'to be a $10 billion business by 2025', or 'to grow by 35% in the next 5 years'. It also includes the operational changes required to help to get there.Â
Brand strategy is really about why people should care. Because the only way an organisation can achieve their business strategy is through people â more people buying their product or service, a...
The world of brand and marketing is full of complex terminology.
But brand strategy, branding and marketing strategy can be explained simply.  And once you get this clear in your head you can be more confident with your brand and marketing planning and projects.Â
Read on for simple descriptions of what brand strategy, branding and marketing strategy are, and what order to address them.
As Julie Andrews sang, "Let's start at the very beginning".
First, you have to understand what a brand is.Â
"Products are made in the factory, but brands are created in the mind."
Walter Landor
All brands really are, are associations in peopleâs minds. And the stronger and more connected these associations are, the more likely a person is to choose and buy your brand. Â
More here if you want it, but let's move on...Â
Brand strategy is your decision on what you want to stand for: the associations you want to bui...