BRAND COMMUNITIES – A NEW NECESSITY TO EMBRACE?
Post by Prasad Narasimhan, Managing Partner for South East Asia, based in Bangalore. Brand communities are not new. The Harley Owners Group (HOG), for example, is the stuff of legend. Yet, iconic [...]
Post by Prasad Narasimhan, Managing Partner for South East Asia, based in Bangalore. Brand communities are not new. The Harley Owners Group (HOG), for example, is the stuff of legend. Yet, iconic [...]
100% of marketing directors agree that Distinctive brand assets are an important driver of growth in our brandgym research. However, very few brand assets are truly distinctive, with a mere 15% [...]
Distinctive brand assets (DBAs) are a hot topic. 100% of marketing directors agree that DBAs are an important driver of growth in our brandgym research, with 87% rating them extremely important. [...]
I love coming across examples of brand campaigns that solve real business issues. Not trying to indirectly influence the business. Identifying a tangible barrier to growth and finding a creative [...]
Brand characters are the second most effective form of distinctive brand asset, beaten only by jingles, according to research by brandgym partner agency Distinctive BAT (see below) (1). This [...]
We posted recently about how a mere 15% of brands have truly distinctive brand assets (logos, colours, symbols, slogans etc.). New research shows that business to business (B2B) brands have a [...]
This year our 16th annual brandgym research project looks at how to fully harness the potential of distinctive brand assets to drive growth. In this second of two posts, we look at [...]
This year our 16th annual brandgym research project looks at how to fully harness the potential of distinctive brand assets to drive growth. In this first of two posts, we look at the importance [...]
This week, I came across the fascinating story of how The Tyrells brand of upmarket crisps* tackled the tyranny of price promotion. The brand owner, KP Snacks, bravely restored the brand’s [...]
Brands spend many millions of pounds on getting celebrities and influencers to endorse them. How can you maximise the effectiveness of this investment in driving distinctiveness? Cathal Gillen of [...]
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