THE THREE LEVELS OF EXCEPTIONAL CUSTOMER SERVICE
Blog post by Prasad Narasimhan, Managing Partner for Asia based in Bangalore with a passion for service brand projects Across markets, the lines between product & service are blurring. No [...]
By David Taylor
Posted How Air Jordan helped Nike fly high
I’ve just come out from watching one of my favourite movies of recent times: Air – Courting a Legend, starring Matt Damon, Ben Affleck and Viola Davies. It tells the story of how Nike [...]
The recipe of a distinctive brand: Franco Manca
The Franco Manca brand of pizza restaurants was in the news this week, with Japanese restaurant group Toridoll agreeing to buy brand owner Fulham Shore for £93million, a 35% premium on Tuesday’s [...]
By David Taylor
In Brand rejuvenation, Brand-led business, Distinctive communication, Distinctive products & services
Posted BRAND MARKETING CONTINUES to WORK for AIRBNB
I was interested to see Airbnb’s latest quarterly earnings report this month. In particular, I was curious to see an update on their strategy of re-focusing on brand marketing and reducing [...]
By David Taylor
In Distinctive communication, Distinctive packaging & design, Distinctive products & services, Driving Distribution
Posted Driving Distinctiveness to take on big brands: Orchard Pig
Participants on the Mastering Brand Growth program often ask about how to grow small brands with limited marketing budgets. For such ‘challenger brands’, the key is to drive [...]
The Pig’s recipe for success: sausage and sizzle
A recent stay at The Pig at Harlyn Bay in Cornwall reminded me about the great brand building job done by this boutique hotel collection. The first Pig was opened in 2011 in Brockenhurst in the [...]
BORIS Lie-PA: Brewdog’s brilliant topical tactical launch:
As part of a beer brand creation project I’m working on, I was looking today at the Brewdog brand. When I landed on their website I came across one of the best examples I’ve ever seen [...]
Product-led PR boosts Big Soup from Heinz
Brand teams try many things to get PR coverage including events, stunts and pop-up stores. But best of all in my book is ‘product-led PR’, where talkabilty is ‘baked in’ [...]
By David Taylor
In Brand rejuvenation, Brand-led business, Distinctive communication, Distinctive products & services
Posted BRAND MARKETING BENEFITS AIRBNB
Airbnb reported its strongest ever quarterly results in the 4th quarter of 2021. Revenue of $1.5bn was up 38% vs. 2019. At the same time, sales and marketing spend decreased by 25% (excluding [...]
Reducing friction to drive distinctiveness
Brands invest a lot of effort and money on communication to try and build distinctiveness. But I suggest the most effective way to drive distinctiveness is to ‘bake’ it into your [...]