Rebooting brand strategy for a digital age
http://tinyurl.com/brandgymrebooted – Europe
The idea behind the book to inspire teams to reconnect with and refresh their brand strategy, at a time when 60%+ of marketing directors say brand positioning is being neglected. Pladis CMO Lale Develioglu summed the book up well when she called it: “a powerful toolkit to re-discover and re-invent the fundamentals of building brands that last”.
The book ‘reboots’ for the digital age four key stages of the brand vision to action process:
Brand-led Growth: ‘Following the Money’ (not the latest digital marketing trends)
Brand Vision for Action: blending digital & human insight to create a purposeful positioning
Grow the Core: driving distinctiveness through the whole mix, including the use of digital technology
Stretch from the Core: extending and then stretching the core
We’ll do a series of posts over the coming weeks that illustrate and bring to life the above themes.