Category: News

3 Drivers Of Brand Choice

  Consumers look to purchase products and brands that are relevant to their needs. Self evident. But the ways in which they make choices are much more complex than quality or availability because they are so much more human. As Martin Bishop has pointed out, numerous studies have shown that ‘different’ exists in the mind…




The Transformation of the Digital Banking CIO

Banking CIOs need to acquire new skills and assume new responsibilities while fostering a collaborative start-up culture.



Building Brands On What People Value

Given that rewards drive decisions, when we create the content that powers brands, one of the biggest challenges we have is to figure out what our audiences value — consider rewarding. Clarifying rewards is challenging because what people value differs. An ad from HSBC bank demonstrates this well. The ad shows pictures of three people’s…




Banking on Digital Simplicity

To survive the litany of challenges facing the banking industry, financial institutions must urgently pursue a strategy built around digital simplicity.



How Brand Assets Drive Brand Growth

How can you accelerate your brand’s growth by identifying the elements in your brand identity that are distinctive and relevant brand assets? Let’s explore. How Many People Have Their Hands On Your Brand? It’s not easy being a brand builder. There’s a lot going on. Does any of the following sound familiar? You lead or are…




8 Marketing Beliefs That Are Hurting Brands

What could possibly be leading marketers astray today? Here are eight beliefs that are hurting brands. 1. Millennials Are Real Marketers are obsessed with millennials. Ask almost any brand what demographic they are targeting and they will say it is those aged between 18 and 33. In my analysis of articles appearing in the trade…




Brand Simplicity Rules The Day

The hardest thing you can do as a brand owner I believe is to insist on building a powerfully simple brand. It’s hard because single-mindedness is difficult in a world where the consideration set is huge and where others will quickly seek to engage you in a relentlessly upgraded features war. Great brands telegraph simplicity…




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Either A Brand Is Different Or It Is Dead

And after that gentle title, Simon Silvester launches into: “Tom is a brand manager. His approach is thoroughly professional. He’s searching the world for best practice, and is bringing it to his brand. He’s also benchmarking his brand against competitors, making it look as good as they do. And he’s optimizing his communication plans, ensuring…




5 Ways To Keep Your Brand Current

One of the hardest judgment calls for brand managers is currency. Brands must change to stay consistent yet they must also remain recognizable in order to preserve brand equity. So what should you change, and when? For the purposes of this discussion, let’s put to one side the massive rebrands that take place when a…